Abstract
This research discusses Indonesia's Ministry of Finance Library's promotional effectiveness in making users intrigued to utilize the library. This study aims to discover the library's promotional effectiveness level based on overall promotional mix concepts consisted of six sub-variables. Those six sub-variables include personal selling, advertising, sales promotion, public relation and publicity, learning materials, and corporate design sub-variables. It is quantitative research by using a survey method. The survey was conducted on 100 respondents with a convenience sampling technique. Research results showed that promotional efforts done by the library were considered effective with a score of 79.28%. The highest score lied on personal selling sub-variable with a gain of 87.47%, and the lowest score was placed on public relation and publicity subvariable in the amount of 74.86%. This study suggests the library to improve the effectiveness of public relation and publicity sub-variable by maximizing social media use potentials as the promotional media. The research is expected to enrich literature regarding the strategy of promotional effectiveness measurement in libraries with more comprehensive promotional mix aspects.
INTRODUCTION
Promotion is a vital thing to be concerned about in the continuity of organizational business activities. A library, as one of the nonprofit organizations, also demands promotional efforts to maintain the existence. Library collections, no matter how fine they are, will be just useless if those collections are not known by the users. It is so unfortunate if potential collection resources owned by libraries cannot be used optimally only because users have no idea of those collections' existence. Consequently, libraries need to communicate all of their resources to users. One of the approaches which may be used to communicate it is through promotion.
INTRODUCTION
In a library field, promotion is interpreted as a method used to provide information to users regarding services and resources owned by libraries, as well as to make sure that users are aware of the services and resources available (Malekani & Benard, 2018) . In this study, researchers see promotion as a form of communication done between the library and the users. Promotion is required by the library so that it is able to utilize various communication channels owned by the library, keeping in mind that consumers' perception about companies and the diverse brands were created from the combination of messages they received or based on direct contacts experienced by the consumers (Kayode, 2014 ).
INTRODUCTION
Indonesia's Ministry of Finance Library is a library that is quite intense in running promotional activities. Since 2015, Indonesia's Ministry of Finance Library has become Reference and Public Relations Information System Subsection (MSIKR: the Indonesian acronym). MSIKR Subsection is on the 4 th echelon level. Since Indonesia's Ministry of Finance Regulation was set, a library element as the unit's name had no longer been used although all activities conducted by MSIKR Subsection basically are library activities in general. Numerous changes happened, either hierarchically or not, indirectly obscure Indonesia's Ministry of Finance Library position in the scope of Indonesia's Ministry of Finance itself. Promotional efforts done by the library are the right action to anticipate the degradation trend happening all this time. Through promotion, the library tries to re-improve its existence in Indonesia's Ministry of Finance environment. This is reinforced with the library's budget draft in 2017 which shows that more than a third of the library budget was allocated for promotional activities. The library also allocated three of six human resources owned to be responsible for managing library promotion.
INTRODUCTION
Since the library promotion was intensified, library use level by users has also increased. The high rates of visit, collection loaning, and access to subscribed online databases are some of the indicators used in measuring library promotion's success. Seeing accomplishment from those multiple indicators, the library parties claim that the promotion which has been conducted is quite successful. At a glance, the promotion done seems successful. However, that claim is a statement based on the library's point of view as the promotional organizer. This claim is not strong enough to justify the success of a promotion conducted by the library in order to reach out and affect users' decision-making to utilize the library. Hence, research aimed to measure and also evaluate promotional activities based on users' viewpoints is needed to equilibrate the library's claim about the success of the promotion which has been done.
INTRODUCTION
Based on the background explained earlier, the problem foundation of this research is: "How is the promotional effectiveness level in Indonesia's Ministry of Finance Library in reaching and attracting users to utilize the library?" The purpose of this study is to measure promotional effectiveness level done by Indonesia's Ministry of Finance Library in order to reach out and attract users to utilize the library.
INTRODUCTION
II. LITERATURE REVIEW At the international level, researches on promotional efforts in libraries have been done through many kinds of approaches. Garoufallou et al. (2009) provided a literature study about promotional concepts and practices in libraries. Results of the literature study concluded that library staff had to understand promotional concepts and applications in libraries, including utilizing multiple varieties of the latest technologies to be able to improve the image and advertise services of the library. Saravanan (2010) did a survey on library users regarding promotion conducted by the library. Research results showed that library users felt satisfied with promotional activities done by the library. Patil and Pradhan (2013) also did research trying to elaborate librarian roles in library promotion practices. This research presented many concepts which could be implemented in running promotional activities in libraries. It suggested librarians to utilize the latest technologies such as Web 2.0 and the Internet (social media) in conducting promotional activities. Germano and Stretch-Stephenson (2012) underlined the importance of library promotions to support strategic planning success in libraries.
INTRODUCTION
Researches concerning library promotional effectiveness have pretty much done nationally. Research conducted by Adhyriza (2015) about promotional strategies in special libraries, Bank Indonesia Surabaya delivered results that promotional strategies conducted had gone well and gained positive responses from users. Promotional strategic elements elaborated involve advertence, sales promotion, direct contact, and publicity. Another research was done by Priyogo (2017) regarding promotional effectiveness through the Internet in Universitas Airlangga Library with a qualitative approach. This research elaborates promotional effectiveness in terms of promotional objectives, execution, and post-execution process done. The results from this research showed that promotional effectiveness level done by Universitas Airlangga Library by using the media of Internet appertain to intermediate effectiveness level.
INTRODUCTION
Researches discussing library promotional effectiveness comprehensively based on promotional mix concepts had not been found among other various researches. The previous research seemed from only a few aspects. Thus, this research is expected to give literature contributions to discover promotional effectiveness with more comprehensive promotional mix aspects.
INTRODUCTION
III. RESEARCH METHOD This research is quantitative research with a survey method. The type of survey used in this research is a descriptive survey. It was used since the aim was to describe characteristics of a particular population observed, estimated proportion of the population, create particular predictions, and test associational relationships (Connaway & Radford, 2017) .
INTRODUCTION
The population of this research is all Indonesia's Ministry of Finance Library users. In determining samples, researchers used a convenience sampling technique. With this technique, samples chosen were the population's members found by the researchers and willing to be respondents as the samples (Siregar, 2012) . The reasons why researchers chose this technique were because this research had a wide range of population and researchers had limited time to accomplish the research.
INTRODUCTION
In this research, the number of library users becoming the population was abundant and also indefinite. Therefore, researchers took 100 respondents to specify the sample measurement in this research, as mentioned by Malhotra (2002) After information regarding multiple promotional efforts conducted by the library was obtained, researchers further arranged questionnaire as research instrument which was used to capture information which consisted of user responses concerning about promotional endeavors done by the library. In answering the questions, respondents were given alternative answers in the form of a fivecategory likert scale. Likert scale is used to quantify attitudes, opinions, and perception of a person or group of people about social phenomenons (Sugiyono, 2007) .
INTRODUCTION
As a tool in capturing data, the quality of questionnaire used as the instrument in this research needed to be tested. Good research instruments at least meet two criteria, validity and reliability. To measure the level of both instruments which are validity and reliability, researchers used the assistance of Statistical Product and Service Solution (SPSS) the 20 th version.
INTRODUCTION
Researchers had tested the questionnaire to 30 research samples. Data processing results showed that from 47 points asked in the questionnaire, there were two invalid points while all points asked could be classified as reliable. Therefore, from the entire question points, there were only 45 questions classified as valid and reliable and used as materials for analysis in this research.
INTRODUCTION
To find out the promotional effectiveness, assessment reference presented in the assessment score interval form and also the score interpretation should be created. This reference may be obtained by a percent score interval calculation method. The formulation to find the percent score interval is explained below: Interval = 100 / answer category total = 100 / 5 = 20
INTRODUCTION
The following is an assessment score interval along with interpretation obtained and based on percent score interval calculation results: Source: Sugiyono (2007) After assessment reference in deciding promotional effectiveness level had been discovered, the next step was to rate promotional effectiveness score by seeing respondent approval level against statements provided in the questionnaire. The score calculation may be seen below: IV. DISCUSSION This section will explain the analysis of promotional effectiveness done by Indonesia's Ministry of Finance library based on the user's perspective. The following is a breakdown of the findings of researchers based on questionnaire data.
A. General Description of Respondents
Research results showed that respondents participated in this research were dominated by users with a range of age between 20 -29 years (70%) and followed by 30 -39 years (25%) and 40 -49 years (5%). Referring to those demographic data, the library may develop and adjust promotional attempts which are more oriented to young adult users. Associated with the length of user visits to the library, research results showed that most of the respondents (41%) had visited and/or utilize library services within the past 3 years. The other (32%) had just started visiting and/or utilizing library services in the last 1 -6 months. The rest had visited the library in > 6 months -1 year (8%) and >1 year -3 years (19%).
A. General Description of Respondents
The more users visit the library, the more experiences they get regarding the library. This also affects users' perception of promotional attempts done by Indonesia's Ministry of Finance Library. Associated with it, research results showed that users becoming respondents in this research mostly had frequency of visit to the library 1 -3 times a month (55%), followed by respondents with frequency of visit 4 -6 times a month (42%), and 7 -9 times a month (3%). Based on the library officer's explanation, that phenomenon is a usual thing keeping in mind that every Indonesia's Ministry of Finance employee has their own jobs, especially concerning daily works.
A. General Description of Respondents
Seen from the unit of work origins, respondents in this research came from many kinds of units of work in the ministry. It is recorded that respondents were from nine of eleven units of work in Indonesia's Ministry of Finance. The details are listed below: As Indonesia's Ministry of Finance central library, it has a responsibility to fulfill all the ministry employees' information needs. Indonesia's Ministry of Finance Library structurally is under the patronage of Secretariat General which has the responsibility to serve all Indonesia's Ministry of Finance employees coming from different units of work. Although research results showed that respondent diffusion including nine of eleven units of work available, the diffusion was still dominated by Secretariat General and Inspectorate General. It should be noted that Secretariat General and Inspectorate General, both are in the same location as the library which is in Gedung Djuanda. This shows that user closeness with the library's location also affects their motivation to visit the library.
B. Indonesia's Ministry of Finance Library Promotional Effectiveness Analysis
This research tried to measure Indonesia's Ministry of Finance Library promotional effectiveness based on users' perception. Researchers collected data through questionnaire shared to users being inside the library when this research was running. In arranging the questionnaire content, researchers referred to promotional mix concepts. These concepts used in the research consist of six forming elements: (1) personal selling; (2) advertising; (3) sales promotion; (4) public relation and publicity; (5) learning materials; and (6) corporate design. Promotional effectiveness analysis based on six promotional mix elements will be explained below:
1)
Personal Selling Personal selling is a person-to-person communication form where sellers try to help and persuade potential customers to buy products or even use services offered (Belch & Belch, 2015) . Library officers have an important role in keeping and preserving library image to be always good in user mind. This is because interaction happened in the transaction process can be felt directly by users. Library officers are expected to always be careful in behaving. Every action done by the library officer will, consciously or not, be considered as the reflection of the library itself. Hence, libraries need to organize human resources as good as possible.
1)
In this sub-variable, researchers tried to see users' perception against the library officers. Effectiveness indicators in personal selling sub-variable are listed below: Promotional effectiveness score total on table 3 shows that personal selling effectiveness overall is in the very effective category. This result strengthens the statement of Weingand (1999) who said that the most effective way to promote libraries is through officers of the library itself. Appearance, hospitality, enthusiasm, and knowledge of library officers also affect users' perception to the library, which in the end affect user decision to visit and utilize library services in the future.
2) Advertising
The advertisement may be defined as various paid non-personal communication forms regarding organizations, products, services, or even notions by identified sponsors (Belch & Belch, 2015) . According to Lovelock et al. (2010) , an advertisement was considered as the most dominant media of communication in consumer marketing (marketing addressed to consumers massively). Besides having a wide range, an advertisement also allows libraries to express and be creative in visualizing products by utilizing the tricks of words, sound, colors, and pictures so that users are interested to utilize library services. Ideally, effective messages should draw attention, build interest, arouse the desire to buy, and encourage the action of purchasing (Tjiptono, 2014) Library advertisement is one of Indonesia's Ministry of Finance Library breakthroughs in order to promote the library. This advertisement airing aims to give information to users about the library as well as to show the fun side of the library so that users are intrigued to visit it. Library advertisement contents provided in outline consist of selected books and library events advertisement.
2) Advertising
Among those two, selected books advertisement was routinely aired since it was one of the points listed in the library performance contract. That performance contract obliged the library to air at least three selected books in a month. This indirectly implies the library commitment to awaken and attract users to various library collections which may be used by users. Research results showed that overall advertising sub-variable was classified as the very effective category in reaching and attracting users to visit and utilize library services. From table 4 above, it also may be seen that advertising sub-variable strength lies on an advertisement about library events with a score of 83%. Advertisement regarding library events quite far outperforms selected books advertisement which has the lowest score in advertising sub-variables, 78,4%. It indirectly shows that user orientation is more to look for information regarding library events than selected book collections.
2) Advertising
Hereafter, the attention of an interesting advertisement presentation should be paid by the library. As the means of information dissemination of the library and services, the advertisement must be presented creatively and attractively since it often becomes the starting point of contract between the library and users. Advertisement presented creatively and attractively is expected to grab user attention to watch it so that users can absorb information delivered. That is because in practice, an advertisement has been considered as image management aimed to create and preserve copyright and meaning in consumer minds, and the final goal is how to affect consumer purchasing behavior (Rangkuti, 2009 ).
3)

Sales Promotion
Basically, sales promotion means a form of communication along with incentive (Lovelock et al., 2010) . The purpose of incentive distribution is to accelerate purchase decision or as in this research is to motivate users to utilize library services as soon as possible. Marketers in the service sector usually use sales promotion to give appreciation and keep loyal consumers (Smith, 2001 ).
Sales Promotion
In The Ministry of Finance Library, incentive distribution is done with souvenir distribution and competition with door prize which is usually inserted in various events held such as 'Bincang Pagi' and 'Festival Literasi'. Below are effectiveness indicators on sales promotion sub-variable: Keeping in mind that souvenirs all this time tend to be given in every library event, it seems like the library needs to consider souvenir distribution besides library events. Associated with that door prize competition, it could be seen that in general most users were intrigued by competition with door prize held by the library. Many of them said that they were ready to participate in competition with door prize conducted by the library. User enthusiasm was quite big towards this competition with door prize. This can be used as evaluation materials for the library to be able to develop and hold better competition with door prize in the future.
4) Public Relation and Publicity
Public relation is an attempt to stimulate positive interest in an organization and its products by giving news release, conducting a press conference, arranging special events, and sponsoring events which can be reported to third-party media (Lovelock et al., 2010) . The endeavor to stimulate users' positive interest towards Indonesia's Ministry of Finance Library was done by providing information through library publication channels, special event holding, and also conducting social events. Effectiveness indicators in public relation and publicity sub-variables are listed in table 6.
4) Public Relation and Publicity
Research results showed that promotional attempts on public relation and publicity are in the effective category, 74,86%. Indicator with the highest score lies on library events usefulness felt by users with a score of 85%. This is in accordance with the main point in experience marketing, where the idea is not to sell something but to show how a brand can enrich customer life (Kotler & Keller, 2009 ). Related to library publication channels, library standing banner becomes information dissemination source which has the widest range among other media. This is because the placement of standing banner in Gedung Djuanda lobby enables everyone passing it to see the information contained inside very clearly. It is different from social media limited only to users who are friends with each other, subscribing, and/or following the library's social media account.
4) Public Relation and Publicity
Library's social media weakness in reaching users has to be noted by the library. It must be able to anticipate this weakness so that information dissemination potential through social media can be optimized. The library needs to innovate with contents about to be uploaded to maximize user tendency to follow the library's accounts on social media. Besides, using third-party help to publish information regarding libraries is may also be used as an alternative to improve the library's publicity. Doing many creative things can invite other parties to report the library activities. Therefore, information concerning libraries can have a wider range.
5) Learning Materials
Learning materials refer to a tools for users in understanding and learning about how to use and utilize a service product. Related to it, Ministry of Finance Library has provided many kinds of information about library policy as well as services and how to use it.
5) Learning Materials
Based on table 7 below, it may be concluded that learning materials sub-variable is classified as effective, with a score of 75,93%. This result indicates that the library had quite well-supplied users with various information supplements needed by users concerning library service use.
5) Learning Materials
In this sub-variable, socialization about how to extend book loaning gets the highest score among socialization indicators. This socialization is classified as the most massive, either delivered in writing or orally. Users who have done book loaning at least have been exposed by this socialization, remembering this information was delivered, either directly by the officers serving at the circulation at the end of a transaction or even through stickers stuck on the collections. It is what makes this socialization become the best from a user point of view. Next, socialization about e-Library use is considered low in the score, compared to other indicators. Although classified as the effective category, this score shows that there were still quite a lot of users not knowing information on how to use e-Library application. Meanwhile, the library had socialized this information through tutorial video of using e-Library application uploaded on its social media account. As one of the library's latest kinds of service, socialization regarding e-Library apparently must be more intensified to be able to reach more users so that the services spending quite a lot budgets can be maximized well by users. This needs to be watched as Widyantoro (2005) said, there are only a few benefits gained from any latest features or services if people are not sure with its benefits or even do not know how to utilize it.
6)
Corporate Design Corporate design is considered as the key to guaranteeing the consistency of style and message communicated through promotional mix channels implemented by an organization (Lovelock et al., 2010) . In practice, corporate design is deeply related to visual aspect tricks towards all library tangible elements with the purpose to make an introduction on users easier and strengthen the wanted image. Related to it, corporate design elements which will be discussed are about the logo, motto, and library's interior design.
6)
Based on table 8 below, promotion on corporate design sub-variable places the category of effective with the score of 79,69%. Research results showed that the library's interior design is an aspect with the best response compared to other aspects, followed by library motto and library logo aspects in the lowest positions. Library's interior design becomes the aspect with the best users' perception among all aspects. It is common if this aspect reaches the highest score, keeping in mind that the library's interior design is the thing automatically sensed directly by users when entering the library. Positive perception by users towards interior design cannot be separated from library roles which had designed the library's interior in such a way. Room arrangement and interesting color composition choice cause almost all users to feel comfortable being in the library.
6)
Although always included on every publication and many library events, it turns out that library logo and motto aspects are still not well-attached on user mind. Nevertheless, logo and motto are an identity representing the library itself. The low scores gained from these two aspects indicate that the library was not capable enough to show some added values to the employees so that the roles wanted to be played by the library in Ministry of Finance environment had not been quite felt by the employees. In other words, employees' awareness of library existence was not high enough. This can be motivation for the library to fix and increase the service quality so that all employees in Ministry of Finance could realize library existence as well as roles which had to be played in Indonesia's Ministry of Finance environment.
6)
After analyzing all indicators in six library promotional mix sub-variables, effectiveness level from every sub-variable supporting library promotional mix may be discovered comprehensively. Library promotional effectiveness was gained by finding the average of sub-variable score total available. Below is a table of library promotional effectivity calculation relatively: V. CONCLUSION Based on the discussion explained before, it is known that Indonesia's Ministry of Finance Library gained an effectiveness score total of 79,28%. This score is the average of six library promotional mix sub-variables. Therefore, it may be concluded that overall promotional attempts conducted by Indonesia's Ministry of Finance Library are classified as effective in reaching and attracting users to utilize library services.
6)
The most effective promotional effort lies on personal selling sub-variable with a score of 87,47%. Library officers are proven to have important roles in promoting and keeping the library's image in the users' mind. The behavior showed by officers while interacting with users when giving services also affects users' perception towards the library, which in the end affects users' decision to visit and utilize library services in the future.
6)
In the other side, public relation and publicity subvariable gave the lowest contribution among all with the score of 74,86%. In this sub-variable, an aspect needed to be concerned by the library is about library publication channels, especially social media use. Library's social media had not been able to reach users in large quantities. Information dissemination range through social media of the library is only limited to them who added the library's social media account to their friend lists. It is different from the elevator's TV and standing banner which enables all employees to pass the standing banner or even TV in the elevator containing information about the library.
6)
Based on the conclusion explained above, researchers have some recommendations which could be adapted and implemented by Indonesia's Ministry of Finance Library in order to develop promotional programs which are much better in the future. Some of the suggestions would be:
6)
1. The library could maximize social media utilization in reaching a wider range of users. Besides, it also could maximize librarian roles to reach all units of work available in Indonesia's Ministry of Finance environment. 2. If all this time selected book collections advertisement aired is according to library's version, it would not be a problem if in the future the library opened the opportunity for users to be involved in giving selected book recommendation. Besides increasing users' participation in reviving library activities, this attempt also helps to ease library officers' job in selected books advertisement content creation. 3. Related to sales promotion, the library could add some extra incentives outside of what had been there before. It also could place some information in bookmark design such as: logo and motto; operational hours; services able to be used; and social media, email address, and other contacts which may be reached and contacted by users. 4. The library could collaborate with other units of work to strive for the holding of library events other than in Gedung Djuanda. The goal is for the held events to reach all users coming from other units of work evenly. 5. Socialization about user guide related to library services needs to be presented more attractively so that the users would be intrigued to understand it. The library could make various attractive posters regarding abundant guides such as how to access and use online catalog and place it inside the library so that the users being in the library could understand how to utilize the service.

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