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Naufalia Rahmadhani
Ilmu Perpustakaan, Universitas Islam Negeri Raden Fatah Palembang, Indonesia
Education Languange, Linguistic, Communication & Media Library & Information Science

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Integration of Digital Branding and Library Services in Enhancing Generation Z Engagement Naufalia Rahmadhani; Dwi Putri Aulia
Codex: Jurnal Ilmu Perpustakaan dan Informasi Vol. 1 No. 2 (2025): Codex: Jurnal Ilmu Perpustakaan dan Informasi
Publisher : Codex: Jurnal Ilmu Perpustakaan dan Informasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62238/codex.v1i2.256

Abstract

This study aims to analyze how the integration of digital branding strategies and digital library services enhances Generation Z’s engagement and reading interest. The research is motivated by the shifting information behavior in the digital era, where Generation Z relies heavily on technology and social media as primary sources of information access. Employing a qualitative descriptive approach, the study involved librarians and active students who regularly use digital library services. Data were collected through in-depth interviews, participant observation, and digital documentation, and analyzed using Miles and Huberman’s interactive model. The results indicate that the success of integrating digital branding with digital services lies in the consistency of visual identity, interactive communication by librarians, and the ease of technological access that together shape a positive user experience. These three elements synergistically enhance user satisfaction and loyalty while strengthening the library’s image as an adaptive and relevant institution in the era of digital transformation. The study contributes to the theoretical enrichment of library digital branding practices and offers practical recommendations for libraries to design user experience–driven communication and service strategies.
The Role of Digital Marketing Strategies in Strengthening Information Literacy at Gramedia Aidil Adha Januando; Naufalia Rahmadhani; Dewi Istiqomah
Codex: Jurnal Ilmu Perpustakaan dan Informasi Vol. 1 No. 2 (2025): Codex: Jurnal Ilmu Perpustakaan dan Informasi
Publisher : Codex: Jurnal Ilmu Perpustakaan dan Informasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62238/codex.v1i2.267

Abstract

A This study was motivated by Indonesia’s relatively low level of digital literacy, which has not yet kept pace with the rapid advancement of digital technologies and media usage. Gramedia, as a commercial literacy institution, has sought to utilize digital marketing strategies to strengthen reading culture and public information literacy. The purpose of this study is to analyze how Gramedia’s digital marketing strategies contribute to enhancing users’ informational awareness, evaluative ability, and literacy participation. A descriptive qualitative approach was applied, employing semi-structured interviews with three key informants—namely a digital content manager, a marketing staff member, and an active user of Gramedia Digital alongside document analysis from multiple Gramedia digital platforms. Data were analyzed using thematic analysis to identify emerging patterns and meanings within the digital marketing practices. The results indicate that Gramedia’s digital marketing has evolved into an effective educational medium, transforming users’ behaviour from passive information consumers into active participants within the literacy ecosystem. The study concludes that digital marketing strategies designed with educational values can serve as strategic instruments for strengthening information literacy while providing both conceptual and practical contributions to the advancement of Library and Information Science in the digital transformation era.
Co-Authors Aidil Adha Januando Dewi Istiqomah Dwi Putri Aulia