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"ABSTRACTPenelitian ini membahas mengenai strategi pemasaran produk informasi yang dimiliki PDII-LIPI yaitu pangkalan data terpasang yang bernama Indonesian Scientific Journal Database. Penelitian ini bertujuan untuk menganalisa langkah apa saja yang telah dilakukan PDII-LIPI dalam strategi pemasaran produk informasi ISJD dan menganalisa strategi pemasaran produk informasi ISJD yang dilakukan oleh PDII-LIPI. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode studi kasus. Hasil penelitian menunjukkan bahwa strategi pemasaran ISJD yang dilakukan oleh PDII-LIPI sudah cukup baik dalam penerapannya. Akan tetapi, strategi pemasaran ISJD masih bisa dikembangkan menjadi lebih efektif dan efisien khususnya pada produk yang prima dari segi teknologi yang digunakan dan promosi dengan memanfaatkan iklan pada media sosial agar tepat sasaran. Hal tersebut akan berdampak pada penggunaan ISJD secara optimal dalam memenuhi kebutuhan akses informasi ilmiah masyarakat Indonesia.

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ABSTRACTThis study discusses the marketing strategy of product information owned by PDII LIPI is attached database named Indonesian Scientific Journal Database. This study aims to analyze what steps have been made PDII LIPI in product marketing strategies and analyze information product marketing strategy ISJD conducted by PDII LIPI. This study uses a qualitative approach with case study method. The results showed that ISJD marketing strategy undertaken by PDII LIPI is good enough in practice. However, ISJD marketing strategies could be developed to be more effective and efficient, especially on prime product in terms of technology used and promotions by leveraging advertising on social media for the right target. This will impact on the use of ISJD optimally meet the needs of Indonesian society access to scientific information."

"Pace advocates for libraries to shift their current practices and create collaborative and win-win partnerships with vendors to provide better and more forward-looking services. He presents some extreme views and suggests radical changes on how libraries can stay competitive in the new digital arena and starts the dialogue that can lead to lasting change."

"Digital marketing merupakan bentuk saluran pemasaran yang efektif dan efisien serta dapat menjangkau langsung secara personal kepada masyarakat, hal ini merupakan peluang besar sekaligus tantangan bagi manajemen bagaimana menggunakan digital marketing sebagai alat yang dapat membantu manajemen dalam meningkatkan daya minat masyarakat terhadap produk RS Haji Jakarta. Design penelitian ini menggunakan cross sectional dengan pendekatan kuantitatif. Penyebaran kuesioner menggunakan google form melalui aplikasi whats app kepada masyarakat yang berdomisili di 6 kecamatan disekitar Rumah Sakit Haji Jakarta. Hasil analisis regresi logistic dengan variabel independen berupa konten, aksesibilitas, kepercayaan, customer engagement, karakteristik Individu didapatkan dua variabel yang memiliki signifikasi terhadap variabel dependen minat masyarakat terhadap produk RS Haji Jakarta yakni variabel konten sebesar 240 kali dan akesesibilitas sebesar 20 kali. Kesimpulan penelitian ini adalah Rumah Sakit Haji Jakarta sudah melakukan pemasaran digital sebagai bentuk saluran pemasaran rumah sakitnya namun perlu ditingkatkan kualitas kepercayaan dan customer engagement yang lebih interaktif baik pada situs website maupun media social official.

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Digital marketing is a form of marketing channels that are effective and efficient and can reach directly personally to the community, this is a great opportunity as well as a challenge for management how to use digital marketing as a tool that can help management increase people's interest in their products. This research design uses cross sectional with quantitative approach. The distribution of questionnaires using the Google form through the application whats app to people who live in 6 districts around Jakarta Hajj Hospital. The results of logistic regression analysis with independent variables in the form of content, accessibility, trust, customer engagement, Individual characteristics obtained two variables that have significance to the dependent variable of public interest in the product of the Jakarta Hajj Hospital namely content variable by 240 times and accessibility by 20 times. The conclusion of this research is that the Jakarta Hajj Hospital has conducted digital marketing as a form of hospital marketing channel, but it is necessary to improve the quality of trust and customer engagement that is more interactive both on the website and on official social media."

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