PERAN PERSONAL REFERENCE DALAM ADOPSI INOVASI APLIKASI TRANSPORTASI ONLINE (STUDI DESKRIPTIF KUALITATIF PADA MAHASISWA PENGGUNA GO-JEK DI YOGYAKARTA)

MUHAMMAD MADDAH FAHMI, NIM. 11730127 (2016) PERAN PERSONAL REFERENCE DALAM ADOPSI INOVASI APLIKASI TRANSPORTASI ONLINE (STUDI DESKRIPTIF KUALITATIF PADA MAHASISWA PENGGUNA GO-JEK DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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