Pengaruh Daya Beli Inovasi Konsumen Terhadap Keputusan Adopsi Produk Baru
UTAMI, WIDOWATI NUR(Adv.: Sahid Susilo Nugroho, Dr., M.Sc.), Sahid Susilo Nugroho, Dr., M.Sc.
Proses adopsi konsumen (consumer adoption process) yang kemudian diikuti oleh proses kesetian konsumen (consumer loyality process) ini biasanya menjadi perhatian produsen yang mapan. Konsumen dapat melakukan adopsi terhadap produk baru apabila tingkat penerimaan konsumen terhadap produk baru tersebut tinggi (daya inovasi konsumennya tinggi). Daya inovasi konsumen sendiri dipengaruhi oleh unsur karakteristik konsumen dan demografi untuk melihat sejauhmana konsumen yang terdapat pada suatu negara mempunyai ciri kepribadian daya inovasi konsumen (consumer innovativeness).
Tipe penelitian ini adalah explanatory research. Jumlah sampel dalam penelitian ini berjumlah 230 responden yang diambil dengan teknik quota sampling. Teknik pengumpulan data menggunakan kuesioner, wawancara dan studi kepustakaan. Uji instrumen pada penelitian ini menggunakan uji validitas dan reliabilitas. Adapun metode analis data yang digunakan adalah regresi linear sederhana, regresi linear berganda, uji normalitas, dan uji multikolinearitas.
Hasil perhitungan statistik yang diperoleh menunjukkan bahwa unsur- unsur Karakteristik dan demografi konsumen pada suatu wilayah seperti kebiasaan, tradisi, kontur wilayah dan budaya dapat mempengaruhi kepribadian konsumen. Daya inovasi konsumen (consumer innovativeness) terbukti dapat mempengaruhi konsumen dalam mengadopsi suatu produk baru. Konsumen yang inovatif akan lebih terbuka terhadap produk-produk baru yang hadir sehingga akan mengadopsi produk tersebut dalam jangka waktu yang lama.
Consumer adoption process which is then followed by the loyalty of consumers (consumer loyalty process) is usually to the attention of an established manufacturer. Consumers can make the adoption of new products when the level of consumer acceptance of new products is high (high consumer innovativeness). Consumers innovativeness themselves are influenced by elements of the consumer and demographic characteristics to see how far consumers who are in a country having a personality trait consumer innovativeness.
As expected, not all individuals respond to the same product. Therefore, this study aims to determine the influence of consumer innovativeness on consumer adoption decision. Innovativeness of consumers themselves are also influenced by two elements, namely the consumer and demographic characteristics of consumers. This type of research is explanatory research. The number of samples in this study amounted to 230 respondents taken with quota sampling technique. The technique of collecting data used questionnaires, interviews and literature study. Test instruments used in this study tested the validity and reliability. The method used is the data analyst a simple linear regression, multiple linear regression, test for normality, and multi collinearity test.
The results obtained by statistical calculation shows that the elements and demographic characteristics of consumers in a region such as customs, traditions, and cultural contours of the region can affect the consumer's personality, whether the consumer is an innovative consumer or consumers that have dogmatism (tend to be closed at a new innovation). Consumer innovativeness is proven to affect consumers in adopting a new product. Consumers who would be more open to innovative new products that are present so that it will adopt the product for a long time. Therefore, it is important for marketers to always take consumers innovativeness in a region. Thus, product innovation launched can be adopted by the target consumer.
Kata Kunci : Daya inovasi konsumen, Adopsi Konsumen, Karakteristik Konsumen, Demografi Konsumen (Usia, Daerah Asal, dan Iklim Pada Daerah Asal Konsumen), Consumers innovativeness, Consumer Adoption, Consumer Characteristics, Consumer
