CHILITO DRINK: INNOVATION ADOPTION FROM CONSUMERS' PERSPECTIVE

Bima Raditya, Prof. Dr. Basu Swasta Dharmmesta, SE, MBA.

2012 | Tesis | S2 Magister Manajemen

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Through the history of modern business, innovation had always been an interesting topic when it comes to talk about how companies and products are changing ways of life, how needs and wants are fulfilled and most importantly, how customers are won. Among many theories of innovation, Everett M. Roger’s Diffusion of Innovation had been proved as one of the most robust method to see how innovation find its way through network of users and consumers, and eventually changed the way they consume. Meanwhile, being one of Indonesia’s longest reigning names in the industry of ready to drink beverages, Sosro in the mid-2011 had released a line of new products into the market; they are: Fruit Tea Sensasi Dingin, Sensasi Segar and Sensasi Pedas. Among the three of them, Sensasi Pedas (Chili and Guava flavored) had stood out from the crowd and brought a wave of change. The question now is: how big was this “wave” of change? Had it significantly influence how people enjoyed ready to drink teas? Had it changed the way people think about ready-to-drink beverages?Had it changed the way people perceived products of Sosro? These are the questions that begun this research in the first place. Having a scientific survey conducted and statistical analyses made, it was found that the five major elements of Diffusion of Innovation simultaneously influences people’s intention to adopt, however having less significant or even no influence individually. In addition, Age Group, Product Familiarity and Risk Aversion – acting as moderating elements showed no pure moderation, but statistically more to quasi-moderating effects.

Kata Kunci : Rogers, Diffusion of Innovation, Sosro, Fruit Tea Hot