Peran Penataan dan Strategi Promosi Buku Fiksi di New BookStore UMM dalam Mendorong Budaya Literasi Mahasiswa

ABSTRACT
Yulia Restu Ayu Mardyaningrum. 2026. The Role of Fiction Book Arrangement and Promotional Strategies at New BookStore UMM in Encouraging Students’ Literacy Culture. Skriptpreneur. Program Indonesian Language Education Study Program. Faculty of Teacher Training and Education. Universitas Muhammadiyah Malang. Advisor: (1) Musaffak, M.Pd.
This research is motivated by the importance of efforts to improve student literacy culture through campus bookstore management, particularly at the New Bookstore at the University of Muhammadiyah Malang (UMM). The issues examined include the role of fiction book layout and promotional strategies applied in attracting student reading interest, as well as the supporting and inhibiting factors encountered. This research starts from the assumption that attractive book layout and effective promotion can encourage student engagement in literacy activities.
This research uses a qualitative descriptive method with an interpretive approach to understand the phenomenon in depth. Data were collected through observation, interviews, and documentation. This approach aims to explore the meaning of the arrangement practices and promotional strategies of fiction books carried out at the New Bookstore UMM. The theoretical foundations used include Kotler's product arrangement theory, which emphasizes the ease of consumer discovery, and Paulo Freire's theory of literacy culture, which views literacy as a dialogical process leading to critical awareness.
The results of the study show that the arrangement of fiction books through grouping books based on genre, flexible arrangement, visual attractiveness, and spatial comfort can increase students’ interest in books. In addition, promotional strategies through digital media, social media, and literacy events also play a role in expanding promotional reach to students. However, several obstacles were found in its implementation, such as limited display space and the low reading interest of some students. The conclusion of this study indicates that attractive fiction book arrangement and appropriate promotional strategies can contribute to increasing student engagement in reading activities and strengthening literacy culture in the campus environment.
Keywords: fiction book arrangement, promotional strategies, students’ literacy culture.