PERAN BRANDING DAN TAGLINE LEAD DALAM MEMBANGUN BUDAYA ORGANISASI PERPUSTAKAAN UNIVERSITAS KRISTEN KRIDA WACANA

Steven Yehezkiel Sinaga, Laksmi Laksmi

Abstract


The aim of this research was to examine how the UKRIDA’s motto “Loving, Enlightening, Advanced, Determined” (abbreviated to “LEAD”) builds an organizational culture in the university’s library unit. This research used the qualitative method of ethnography and was conducted by means of observation, interviews and document analysis. The purposive sampling method was used to select the respondents, namely employees who worked
in the library unit, were active in research, and had participated in the dissemination of UKRIDA’s “LEAD” values. Data collection was carried out from February to April 2020. The study concludes that the dissemination of LEAD values did not seem to have much influence on the organizational culture at UKRIDA Library, even though there have been several attempts to implement some aspects of the motto. Therefore, this study proposes
that the UKRIDA Library should increase its employees’ awareness of its motto on a regular basis. They should also perform a regular evaluation of its employees’ awareness and implementation of LEAD values at UKRIDA Library.


Keywords


Branding; college library; organizational culture; tagline; values



DOI: http://dx.doi.org/10.17510/paradigma.v11i3.483

Full Text:

PDF

References


Baharuddin, Mohammad Fazli,dan Norliya Ahmad Kassim. 2014. Conceptualizing Personal Branding for Librarians Conceptualizing Personal Branding for Librarians. In 23rd International-Business-

Information-Management-Association Conference, 38–44. Valencia, SPAIN. www.researchgate.net/publication/281481121 [diakses tanggal 3 April 2018].

Balmer, John M.T., Tim Brexendorf,dan Joachim Kernstock. 2013. Corporate Brand Management - A Leadership Perspective. Journal of Brand Management 20, no. 9: 717–722. https://doi.org/10.1057/

bm.2013.20.

Blessinger, Kelly,dan Paul Hrycaj. 2013. Workplace Culture in Academic Libraries: The Early 21st Century. United Kingdom: Chandos Publishing.

Ciccone, Adriana,dan Liz Hounslow. 2019. Re-Envisioning the Role of Academic Librarians for the Digital Learning Environment: The Case of UniSA Online. Journal of University Teaching & Learning Practice

, no. 1: 1–19. at: https://ro.uow.edu.au/jutlp/vol16/iss1/11 [diakses tanggal 3 April 2018].

Creswell, John W. 2014. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks, CA: Sage Publications.

Deakin, Joshua. 2015. Exploring Organizational Culture of Restaurants Through Workplace Rituals. Honors College. University of Maine, The Honors College.

Found, Pauline. 2015. “The Effect of Resistance in Organizational Change Programmes: A Study of a Lean Transformation.” International Journal of Quality and Service Sciences 7, no. 2/3: 1–14. https://doi.

org/10.1108/IJQSS-02-2015-0018.

Galbo, Gina M.,dan Marilyn L. Laspiñas. 2015. The Organizational Culture of Academic Libraries. Asia Pacific Journal of Education, Arts and Sciences 2, no. 2: 47–59.

Garas, Sally Raouf Ragheb, Amira Fouad Ahmed Mahran,dan Hassan Mohamed Hussein Mohamed. 2018. Internal Corporate Branding Impact on Employee’s Brand Supporting Behaviour. Journal of Product & Brand Management 27, no. 1: 79–95. ttps://doi.org/10.1108/JPBM-03-2016-1112.

Gay, Paul du, Thomas Lopdrup-Hjorth, Kirstine Zinck Pedersen,dan Anne Roelsgaard Obling. 2018. Character and Organization. Journal of Cultural Economy 12, no. 6: 1–18. https://doi.org/10.1080/1753

2018.1481879.

Jamali, Hamid R. 2018. Does Research Using Qualitative Methods (Grounded Theory, Ethnography, and Phenomenology) Have More Impact? Library and Information Science Research 40, no. 3–4: 201–7. https://doi.org/10.1016/j.lisr.2018.09.002.

Kotler, P., dan W. Pfoertsch. 2008. B2B Brand Management. Jakarta: PT. Bhuana Ilmu Populer.

Krisnariansyah, Mochamad. 2018. Disebut Penyebar Hoax, Begini Nasib Dosen USU Himma Dewiyana Lubis, Mendadak Pingsan Saat Diperiksa. Tribunnews. http://sumsel.tribunnews.com/2018/05/21/

disebut-penyebar-hoaxbegini-nasib-dosen-usu-himma-dewiyana-lubis-mendadak-pingsan-saatdiperiksa? page=2.

Laksmi, Tamara Adriani Susetyo-Salim, Setiawati Darmojuwono, Jugiarie Soegiarto, dan Kiki Fauziah. 2017. Logo and Tagline in the Library Sites in Indonesia as a Means of Constructing the Learning

Society. Advanced Science Letters 24, no. 7: 5003–7. https://www.ingentaconnect.com/contentone/asp/asl/2018/00000024/00000007/.

Mazur, Barbara. 2015. Basic Assumptions of Organizational Culture in Religiously Diverse Environments. International Journal of Contemporary Management 14, no. 3: 115–132. https://doi.org/https://doi.org/10.4467/24498939IJCM.15.007.4309.

Moran, Barbara B., Robert D. Stueart,dan Claudia J. Morner. 2013. Library and Information Center Management. Santa Barbara, CA: Libraries Unlimited.

Noor, Neila Komalasari,dan Erlin Trisyulianti. 2011. Model Internalisasi Budaya Organisasi di Institut Pertanian Bogor. Jurnal Manajemen dan Organisasi 2, no. 1: 70–84. ttps://doi.org/10.29244/jmo.v2i1.14197.

Nove, Variant Anna,dan Dyah Puspitasari. 2013. Knowledge Sharing In Libraries: A Case Study of Knowledge Sharing Strategies in Indonesian University Libraries. Ifla Wlic, 1–11.

Parks-Leduc, Laura, Gilad Feldman,dan Anat Bardi. 2015. “Personality Traits and Personal Values: A Meta-Analysis.” Personality and Social Psychology Review 19, no. 1: 3–29. https://doi.org/10.1177/1088868314538548.

Rahayu, Sri. 2017. Mengenal Perpustakaan Perguruan Tinggi Lebih Dekat. Buletin Perpustakaan, no. 57: 103–10.

Rey, Carlos, Frederic Marimon,dan Marta Mas-Machuca. 2019. Key Factors in Purpose Internalization. In Purpose-Driven Organizations, 87–96. Palgrave Macmillan, Cham. https://doi.org/https://doi.

org/10.1007/978-3-030-17674-7_7.

Sammut-Bonnici, Tanya. 2015. Brand and Branding. In Wiley Encyclopedia of Management, Wiley Ency, 1–4. New York: John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118785317.weom120161.

Schein, E.H.,dan P. Schein. 2017. Organizational Culture and Leadership. 5th ed. Hoboken: Wiley.

Sharma, A.K, Apurba J Majumdar,dan Amit Uraon. 2017. Branding and Marketing Your Library and Services: Case Study of Rabindra Library. In First International Conference on Transforming Libraries: Proceedings, edited by Sanjay K Singh, Sangram Brahma, PK Deka,dan Ibohal Singh, 1–10. Guwhati: MRB Publishers. https://www.researchgate.net/publication/318494231.

Sulistyo-Basuki. 2014. Pengantar Ilmu Perpustakaan. Tangerang: Universitas Terbuka.

Torelli, Carlos J., Ayşegül Özsomer, Sergio W. Carvalho, Hean Tat Keh,dan Natalia Maehle. 2012. Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between

Values Matter? Journal of Marketing 76 [July]: 92 –108. https://doi.org/10.2307/41714501.

Ukrida. 2016. UKRIDA : Brand Development Program. Brand Development Program. Jakarta: Universitas Kristen Krida Wacana.

———. 2017. Buku Saku Budaya LEAD : Pedoman Ukridian Dalam Berpikir, Bertindak Dan Berinteraksi.

Jakarta: Direktorat Pengembangan Budaya Organisasi, Universitas Kristen Krida Wacana.

Ulrich, Dave. 2018. “Purpose, Values, Brand, and Culture: Gobbledygook or Great Insights?” 2018. https://

www.linkedin.com/pulse/purpose-values-brand-culture-gobbledygook-great-insights-dave-ulrich.

Wibowo. 2016. Budaya Organisasi : Sebuah Kebutuhan Untuk Meningkatkan Kinerja Jangka Panjang. 2nd

ed. Jakarta: Rajawali Press.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Paradigma: Jurnal Kajian Budaya


    

Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional

                                      

Free counters!View My Stats