#TITLE_ALTERNATIVE#

• Main Author: OMAR SHARIF ( NIM: 29007020 ), OSA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/13063
• Institution: Institut Teknologi Bandung

Innovation diffusion is a key factor of success for new products launching of a <br /> <br /> <br /> <br /> <br /> <br /> company. From the results of the literature study on innovation diffusion, found <br /> <br /> <br /> <br /> <br /> <br /> some way to measure the diffusion process of innovation. This research utilizes <br /> <br /> <br /> <br /> <br /> <br /> individuals with certain characteristics to measure the diffusion process of <br /> <br /> <br /> <br /> <br /> <br /> innovation. Individuals who have certain characteristics can be a key factor for <br /> <br /> <br /> <br /> <br /> <br /> innovation diffusion. These particular individuals are usually called innovation <br /> <br /> <br /> <br /> <br /> <br /> diffusion agents. A company should attempt to identify the characteristics of an <br /> <br /> <br /> <br /> <br /> <br /> innovation diffusion agent so that they can play a beneficial role for a company. <br /> <br /> <br /> <br /> <br /> <br /> Consumer innovativeness is one of the researchs that examine the characteristics <br /> <br /> <br /> <br /> <br /> <br /> of the individual to know the nature of individual innovativeness. It determines <br /> <br /> <br /> <br /> <br /> <br /> whether consumer innovativeness can identify the characteristics of an innovation <br /> <br /> <br /> <br /> <br /> <br /> diffusion agent or not. <br /> <br /> <br /> <br /> <br /> <br /> Empirical test results prove the existence of a significant relationship between <br /> <br /> <br /> <br /> <br /> <br /> consumer innovativeness and innovation diffusion. By using statistical methods of <br /> <br /> <br /> <br /> <br /> <br /> Structural Equation Modeling (SEM), the characteristics of an innovation <br /> <br /> <br /> <br /> <br /> <br /> diffusion agent can be identified utilizing consumer innovativeness dimension. <br /> <br /> <br /> <br /> <br /> <br /> Opinion leadership and stimulus variation significantly affect consumer <br /> <br /> <br /> <br /> <br /> <br /> innovativeness and correlated with the role of individual agents as innovation <br /> <br /> <br /> <br /> <br /> <br /> diffusion.