Strategi Difusi Inovasi Individu · Strategi Difusi Inovasi Individu YOGI SUWARNO . Quote One must...
Transcript of Strategi Difusi Inovasi Individu · Strategi Difusi Inovasi Individu YOGI SUWARNO . Quote One must...
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Strategi Difusi Inovasi Individu
www.difusiinovasi.co.cc
YOGI SUWARNO
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Quote
One must learn by doing the thing, for though you think you know it, you have no certainty, until you try it
Seseorang harus belajar sesuatu dengan cara mengerjakannya, meskipun kamu pikir kamu mengetahui, kamu tidak mempunyai kepastian, sampai kamu mencobanya
Sophocles, 400 a.c.
Yogi Suwarno
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Tahapan Proses Keputusan Inovasi
Yogi Suwarno
Karakteristik pembuat keputusan
Atribut Inovasi
Ko
nd
isi
seb
elu
mn
ya
Adopsi
Penolakan
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Tahap Pengetahuan
• Needs/Kebutuhan & Awareness/Kesadaran
• Selective exposure
• Innovation Needs
• Knowledge Needs (chicken-or-egg problem)
Yogi Suwarno
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Jenis Pengetahuan
Yogi Suwarno
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Saluran Komunikasi
Yogi Suwarno
Media
Inter-personal
Media Massa
Sumber
Lokal
Kosmopolit
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Pengaruh Saluran Komunikasi
Media Massa Interpersonal
KNOWLEDGE /
PENGETAHUAN
PERSUASION /
PERSUASI
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Early vs Late Knowers of Innovations/
Pengenal Inovasi Dini vs Terlambat
• Education/Tingkat Pendidikan
• Social Status/Status Sosial
• Exposure to mass media/Akses ke media massa
• Exposure to interpersonnal channel/Saluran interpersonal
• Change agent contact/Kontak dengan agen perubahan
• Social participation/Partisipasi sosial
• Cosmopolite/kosmopolit
Yogi Suwarno
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Tahap Persuasi
• Favorable & Unfavorable attitudes/perilaku
• Secara psikologis terlibat dengan inovasi
• Uncertainty/Ketidakpastian innovation-evaluation information
• KAP-gap
• Preventive innovation : kontrasepsi, sabuk pengaman, pembelian asuransi
Yogi Suwarno
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Tahap Keputusan
• Adopsi
• Penolakan
– Penolakan aktif
– Penolakan pasif
• knowledge-persuasion-decision knowledge-decision-persuasion
Yogi Suwarno
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Tahap Penerapan
• Behavioral change/Perubahan perilaku • Active information seeking/pencarian informasi yang
aktif • Re-invention
– Inovasi yang rumit – Pengetahuan yang kurang – Inovasi dengan banyak aplikasi – Inovasi untuk masalah besar – Local pride of ownership/kebanggaan lokal kepemilikan – Pengaruh dari agen perubahan
Yogi Suwarno
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Re-invention Yahoo!
Yogi Suwarno
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Tahap Konfirmasi
• Reinforcement
• Avoiding a state of dissonance, menghindari situasi yang berlawanan
• Hanya mencari informasi yang mendukung keputusan yang sudah dibuat
• Peran khusus agen perubahan
Yogi Suwarno