TY  - THES
N1  - Alip Kunandar, M.Si
ID  - digilib22185
UR  - https://digilib.uin-suka.ac.id/id/eprint/22185/
A1  - MUHAMMAD MADDAH FAHMI, NIM. 11730127
Y1  - 2016/07/19/
N2  - The development of digital technology have changed some aspect of human life, such as 
transportation sector. Currently, some  companies  are introducing new innovation in transportation 
services, such  as  GO-JEK, GrabBike, and Uber. This concept introduces the new way of how 
tranportation being used by the people in the future. However, the rising of innovation doesn?t 
necessary make people become impulsive to adopt the innovation. Rather, they become more selective 
to adopt the innovation. Reference group is one of the factors that can influence the decision 
making process of adoption innovation.

This research aims to describe the role of reference group in adoption innovation process which 
taken by student who used GO-JEK in Yogyakarta. This research used a purposive sampling technique 
with a qualitative descriptive method. The result showed that reference grop has impact on the 
decision making process. Researcher clessified the role as tree part. First, reference group can 
act as the initiator who recommend GO-JEK as the alternative transportation for the adopter. In the 
other case, the reference group can act as the influencer  or someone who influence the adopter to 
choose GO-JEK?s service as the alternative transportation. The are three influences in this role, 
informative influence, normative influence and value expressive influence. Reference group also has 
a role as the actor who help the adopter to make a decision for adopting GO-JEK?s innovation.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Reference Group
KW  -  Adoption of Innovation
KW  -  GO-JEK
M1  - skripsi
TI  - PERAN PERSONAL REFERENCE DALAM ADOPSI INOVASI APLIKASI TRANSPORTASI  ONLINE (STUDI DESKRIPTIF KUALITATIF PADA MAHASISWA PENGGUNA GO-JEK DI YOGYAKARTA)
AV  - restricted
ER  -