RELATIONAL MARKETING STRATEGY IN ENHANCING USER ENGAGEMENT AT SUKU SENI RIAU COMMUNITY LIBRARY

Elvaretta Vito Dhinosa; Nurima Pohan; Nining Sudiar

Authors

Elvaretta Vito Dhinosa Universitas Lancang Kuning Pekanbaru
Nurima Pohan Universitas Lancang Kuning Pekanbaru
Nining Sudiar Universitas Lancang Kuning Pekanbaru

Keywords:

Arts Library, Community Library, Community-Based Library, Relationship Marketing, User Engagement

Abstract

This study aims to investigate the implementation of relational marketing strategis within the unique context of a community-based arts library. Community libraries, particularly those focused on arts and culture, often face challenges in maintaining relevance and user engagement when managed through traditional, administrative-oriented approaches. Using a qualitative descriptive method with a case study design, this research examines the Rumah Kreatif Suku Seni Riau (RK-SSR) library, which holds a specialized collection of 1,651 titles focused on Malay arts and culture. Data were collected through participant observation, in-depth interviews with the founder and users, and documentary analysis. The results indicate that while the library maintains some traditional management characteristics, it has successfully fostered high user engagement by adopting flexible, relational-based services. Key findings reveal that extended operational hours, reaching 11:00 PM to align with community art rehearsals, and informal social interactions serve as primary drivers for user loyalty. The study concludes that the success of community libraries in creative environments depends more on the quality of the relationship between managers and users than on formal administrative compliance. This research provides a novel perspective on how "familial" social capital can be integrated into library management to create a resilient and sustainable literacy ecosystem. The implications suggest that community libraries should prioritize relational proximity to remain vital hubs for local cultural preservation and creative innovation

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