<![CDATA[School libraries play an important role in supporting learning and strengthening school literacy; however, student visits remain relatively low in many vocational high schools. This study aims to analyze the implementation of internal library promotion strategies, identify the supporting and inhibiting factors, and examine the efforts undertaken to increase student visits and strengthen school literacy. A comparative qualitative case study was conducted at SMK Negeri 1 Pasir Penyu and SMK Negeri 1 Lubuk Batu Jaya in Indragiri Hulu Regency. Data were collected through in-depth interviews, observations, document analysis, and Focus Group Discussions involving school principals, librarians, teachers, and students. The data were analyzed using an interactive analysis approach involving data reduction, data display, and conclusion drawing. The findings indicate that both schools implemented internal library promotion through a combination of print media, digital media, and direct promotional activities, although with different levels of innovation and integration into the learning process. The effectiveness of library promotion was influenced not only by the diversity of promotional media but also by school leadership, teacher–librarian collaboration, student participation, and literacy programs integrated into classroom learning. Conversely, limited librarian competence, inadequate promotional funding, insufficient collections, and weak library utilization culture hindered effective implementation. This study proposes the Collaborative Internal Library Promotion Model, which conceptualizes effective library promotion as the integration of school leadership, librarian competence, organizational collaboration, active student participation, and digital media utilization. The model demonstrates that internal library promotion functions not only as a communication strategy but also as a collaborative educational approach that increases student visits while strengthening school literacy.]]>
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