Marketing Strategy of Library Digital Services

This research aims to determine the marketing mix strategy for library services by comparing marketing strategy theories based on empirical experience. This research uses a review approach. This research collects data by reviewing scientific journals on relevant topics and systematically compiling research results through abstracts, keywords, footnotes, references, research results, and quotations. This research found that libraries can use the 7Ps, Customer Relationship Management, and the Kotler and Armstrong model as marketing strategies. The 7P Model recommends that libraries develop web-based innovations to adapt to the characteristics of their users. In exploring the creativity of new service innovations, libraries can apply the Kotler and Armstrong strategy. The development of this innovation will increase user loyalty to library services. To maintain user loyalty, libraries can use Customer Relationship Management Strategies. The results of this research conclude that implementing a marketing mix strategy using these models can improve the quality of library services.