Pengaruh Peer Group Terhadap Adopsi Inovasi Aplikasi Tiktok

Kevinezra Simohartono, Rezi Erdiansyah, Sudarto Sudarto
| Abstract views: 343 | views: 311

Abstract

This study discusses how to change from Peer Groups (peers) to the Tiktok application that was developed through the innovation diffusion attribute. Peer groups as recipients of communication receive a significant positive in delivering messages to prospective adopters of the level of peer achievement. The phenomenon of the spread of marketing through peers in the field of communication technology has not been widely used at this time, so this phenomenon is interesting to discuss. The theory used by researchers is the diffusion theory of innovation, peer groups, and new media. This research uses quantitative analysis methodology for structural equation modeling and is processed using smart pls. The number of respondents used in this study was 100 people. Data analysis uses the validity test, reliability test, multicollinearity test. In this study, it was found that the peer group did not directly support the level of innovation adoption, but had indirect support which was moderated by the diffusion attributes of innovation namely compatibility and relative advantages.

Penelitian ini membahas tentang bagaimana pengaruh peer group(teman sebaya) terhadap difusi inovasi aplikasi Tiktok melalui atribut difusi inovasi. Peer Groupsebagai saluran komunikasi dianggap memiliki pengaruh positif yang signifikan dalam menyampaikan pesan inovasi kepada calon adopter karena tingginya tingkat kepercayaan teman sebaya. Fenomena penyebaran marketing melalui teman sebaya dalam bidang teknologi komunikasi belum banyak digunakan pada saat ini. Oleh karena itu, fenomena ini menarik untuk dibahas. Teori yang digunakan peneliti adalah teori difusi inovasi, peer group, dan media baru. Penelitian ini menggunakan pendekatan kuantitatif dengan metode teknik analisis jalur structural equation modelingdan diolah menggunakan smartpls. Jumlah responden yang digunakan dalam penelitian ini sebanyak 100 orang. Analisis data menggunakan uji validitas, uji reliabilitas, uji multikolinearitas. Dalam penelitian ini ditemukan bahwa peer grouptidak berpengaruh langsung dengan tingkat adopsi inovasi, tetapi memiliki pengaruh tidak langsung yang dimoderasi oleh atribut difusi inovasi yaitu kompatibilitas dan keuntungan relative.

Keywords

diffusion of innovation; peer group; innovation diffusion attribute; TikTok

Full Text:

PDF

References

Ferdiana, Cervia. (2020). Penggunaan Media Sosial Tinder dan Fenomena Pergaulan Bebas Di Indonesia

Kaplan, A. M., & Haenlein, M. (2010). Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons. https://doi.org/10.1109/WCNC.2006.1683604

Rideout M.A., V. J., Foehr Ph.D., U. G., & Roberts Ph.D., D. F. (2010). Generation M2: Media in the Lives of 8 to 18 Year-Olds. The Henry J. Kaiser Family Foundation. https://doi.org/P0-446179799-1366925520306

Rogers, E. M. (2015). Evolution: Diffusion of Innovations. In International Encyclopedia of the Social & Behavioral Sciences: Second Edition. https://doi.org/10.1016/B978-0-08-097086-8.81064-8

Sugiyono. (2010). Metode Penelitian Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Sudarto. (2018). Proses Difusi Berita Politik dan Pembentukan Opini Publik Di Era Media Sosial

Copyright (c) 2020 Koneksi
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.