PENERAPAN TEORI DIFFUSION OF INNOVATION DALAM MENILAI PERUBAHAN BENTUK CONVENIENCE STORE MENJADI HYBRID CONVENIENCE STORE DI SURABAYA
This study aims to identify and analyze the influence of relative advantage, compatibility, complexity, trialiaility, observability of the respondent's interest to try toeat in a hybrid convenience store. This study uses diffusion of innovation theory basis of Roger. This study was conducted in a hybrid convenience store in Surabaya. This research using SPSS 16 software. Sampling technique used was non- probability sampling with purposive sampling and data obtained directly from the respondents. The samples used in this study was 167 respondents. The results of this study indicate that relative advantage, compatibility, trialability, observability has a significant influence on the respondent's interest to try to eat in a hybrid convenience store. However complexicity variable has no significant effect on the respondent's interest to try to eat in a hybrid convenience store.
Alam, S. S., Khatibi, A., Ahmad, M.I.S., & Ismail, H.B. 2007. Factors affecting e-commerce adoption in the electronic manufacturing companies in malaysia. International Journal of Commerce & Management, 17: 125-139
Conrad, E. D. 2013. Willingness to use strategic it innovations at the individual level: an empirical study synthesizing DOI and TAM theories.Academy of Information and Management Sciences Journal, 16: 99-110.
Couglan, A. T., Anderson, E., Stern, L. W., & El-Ansary. Marketing channels (7th ed.). Pearson Education Ltd.
Dunphy, S., & Herbig, P. A. 1995. Acceptance of innovations: the customer is the key. Journal of High Technology Management Research, 6: 193-209
Dwivedi, Y. K., Choudrie, J., & Brinkman, W. P. 2006. Development of a survey instrument to examine consumer adoption of broadband. Industrial Management & Data Systems, 106: 700-718.
Gong, W., Li, Z. G., & Stump, R. L. 2207. Global internet use and access: cultural considerations. Asia Pasific Journal of Marketing and Logistics,19: 57-74.
Hair Jr, J. F., Black, W. C., Babin, B.J., & Anderson, R.E. 2010. Multivariate data analysis (7th ed.). Englewood Cliffs, NJ : Prentice-Hall.
He, O., Duan, Y., Fu, Z., & Li, D. 2006. Development of energy saving control technologies for display cases in a convenience store. Journal of Electronic Commerce in Organization, 4: 48-69
Jackson, B. A. 2001. Technology acquicition by terrorist groups: threat assesment informed by lessons from private sector technology adoption.Studies in Conflict and Terrorism, 24: 183-213.
Jebeile, S., & Reeve, R. 2003. The diffusion of e-learning innovations in an Australian secondary college: strategies and tactics for educationalleaders.The Innovation Journal, 8: 1-21
Kotler, P., & Keller, K. L. 2012. Marketing management (14th ed.). Pearson Education Ltd.
Kotler, P., & Amstrong, G. 2013. Principles of Marketing (14th ed.). Pearson Education. Ltd.