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All Journal IKRA-ITH ABDIMAS Journal of Artificial Intelligence and Digital Business
Sri Yuliyanti
Universitas Paramadina
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Peningkatan Minat Baca Melalui Taman Baca PAUD Fita Yunitasari; Sri Yuliyanti; Robby Heryanto; Nabila Rachmanastiti; Asyraf Rizki Widjajakoesoemah; Fradil Fradil; Diin Fitri Ande; Hardiansyah Hardiansyah
IKRA-ITH ABDIMAS Vol. 9 No. 3 (2025): Jurnal IKRAITH-ABDIMAS Vol 9 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

Artikel ini menjelaskan pembentukan Taman Baca Tunas Bangsa melalui kemitraan berbasiskomunitas dengan PAUD Tunas Bangsa di Condet, Jakarta Timur, sebagai respons atas rendahnyaminat baca anak dan belum tersedianya fasilitas literasi untuk jenjang PAUD–SD. Programbertujuan menyediakan akses buku dan ruang belajar yang nyaman serta edukatif, menumbuhkanminat baca–menulis dan kebiasaan eksplorasi mandiri, meningkatkan pengetahuan lintas bidang,serta mendorong kecerdasan sosial-budaya anak. Implementasi dilakukan melalui tahapanpemetaan lokasi, koordinasi dengan RT/PKK, pengajuan proposal kemitraan, sosialisasi kepadaorang tua, dan pengadaan sarana utama (rak buku, playmat, serta koleksi buku anak). Untukmenjangkau sasaran, tim menyusun media publikasi (flyer, banner, dan akun Instagram) sertamengadakan kegiatan pengenalan berupa perlombaan sebagai pemicu kunjungan. Peresmiantaman baca dilaksanakan pada 15 Juni 2025 dengan partisipasi 49 anak (98% dari target 50).Capaian output menunjukkan pengumpulan 123 buku bacaan serta tersedianya fasilitas pendukungpembelajaran. Taman baca kemudian dibuka untuk umum dengan jam layanan Senin–Jumat08.30–12.00 dan Minggu 10.00–13.00. Dari sisi pendanaan, total anggaran Rp4.072.033 terutamadialokasikan untuk pengadaan buku (Rp1.777.985), disertai kebutuhan operasional dan konsumsikegiatan. Secara deskriptif, kegiatan edukatif (mewarnai, cerdas cermat, dan storytelling)dipandang meningkatkan antusiasme, rasa percaya diri, dan kebiasaan membaca anak. Untukkeberlanjutan, laporan merekomendasikan monitoring hingga tiga bulan melalui buku kehadirandan evaluasi berkala berbasis angket. Rencana evaluasi mencakup peninjauan akhir Juni danpemantauan bulanan hingga September 2025, disertai penambahan koleksi buku, variasi kegiatanliterasi, serta perluasan kolaborasi dengan relawan dan lembaga/korporasi. Temuan inimenegaskan potensi pendekatan berbasis komunitas sebagai model intervensi literasi anak diwilayah perkotaan secara berkelanjutan, terukur.
Surprise Marketing sebagai Strategi Membangun Customer Engagement: Studi Konseptual pada Implementasi POP MART Sri Yuliyanti; Ahmad Fadhli; Fita Yunitasari
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.12057

Abstract

Digital consumer behavior requires companies to design marketing strategies that go beyond product selling and create meaningful customer experiences. This article develops a conceptual understanding of Surprise Marketing as a strategy for building Customer Engagement in the context of POP MART. The study adopts a conceptual paper approach using a Narrative Literature Review by synthesizing literature on Surprise Marketing, Information Gap Theory, Consumer Curiosity, Customer Experience, Emotional Experience, Customer Engagement, blind box consumption, Repurchase Intention, Electronic Word-of-Mouth (e-WOM), and competitive advantage. The reviewed literature was selected based on its theoretical relevance and its contribution to explaining the relationship between surprise-based marketing strategies and consumer behavioral outcomes in digital environments. The review indicates that POP MART implements Surprise Marketing through blind boxes, secret editions, limited editions, recurring product launches, and the unboxing experience. These elements create an information gap that stimulates consumer curiosity, generates emotional experience, and strengthens Customer Engagement across cognitive, emotional, and behavioral dimensions. The synthesis also demonstrates that emotional attachment formed through repeated surprise experiences reinforces consumers' willingness to interact continuously with the brand and participate in online brand communities. Customer Engagement then leads to repurchase intention, e-WOM, collector communities, and stronger differentiation. POP MART annual reports are used as supporting evidence showing that experience-based marketing is relevant to business growth and international expansion. This article contributes to the marketing literature by proposing a conceptual framework that positions Customer Engagement as the key mechanism connecting Surprise Marketing with marketing outcomes. The proposed framework is expected to provide a theoretical basis for future empirical research investigating the effectiveness of Surprise Marketing in enhancing customer engagement across various digital consumer markets.
Co-Authors Ahmad Fadhli Asyraf Rizki Widjajakoesoemah Diin Fitri Ande Fita Yunitasari Fradil Fradil Hardiansyah Nabila Rachmanastiti Robby Heryanto