Analisis penerimaan pelanggan terhadap inovasi baru

Supriyanto, Supriyanto (2017) Analisis penerimaan pelanggan terhadap inovasi baru. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan kelistrikan di Indonesia sangat pesat, peningkatan rasio elektrifikasi yang semakin meningkat menunjukkan bahwa jumlah pelanggan listrik semakin meningkat dan hampir semua penduduk di Indonesia telah merasakan maanfaat dari listrik. Inovasi dibidang kelistrikan juga berkembang begitu pesat dan salah satunya adalah inovasi token listrik prabayar. Sampai 2017 belum semua masyarakat di Indonesia merasakan manfaat inovasi listrik prbayar tetapi dikatakan bahwa sebagian masyarakat yang tinggal di Jakarta dan sekitarnya telah menggunakan inovasi tersebut. Berbagai ragam sikap pelanggan terhadap inovasi ini berpengaruh terhadap keinginan pelanggan untuk menerima atau menolak inovasi listrik prabayar bila diberikan kesempatan untuk memilih. Penelitian terhadap perilaku pelanggan menunjukkan alasan untuk dan alasan untuk tidak mengadopsi inovasi mempengaruhi keputusan pelanggan dengan cara yang berbeda. Ini memiliki implikasi penting bagi teori dan manajer seperti mengatasi hambatan yang menyebabkan pelanggan menolak inovasi baru, bagaimana menerapkan strategi pemasaran yang tepat termasuk bagaimana mengkomunikasikan inovasi baru keapda pelanggan dengan tepat. Penelitia ini bertujuan untuk meneliti pengaruh dari nilai – nilai (values) pelanggan, alasan – alasan untuk mengadopsi inovasi (reason to adoption), alasan – alasan untuk menolak inovasi (reason aginst to innovation), sikap pelanggan untuk nagadopsi atau menolak inovasi (attitude toward innovation adoption). Pada penelitian ini digunakan 398 responden dengan teknik pengambilan sampel dilakukan dengan randon sampling melalui penyebaran kuesioner. Responden pada penelitian ini adalah pelanggan token listrik prabayar di daerah Jakarta dan sekitarnya. Selanjutnya analisis data dilakukan dengan menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa nilai – nilai pelanggan, alasan untuk menerima dan alasan untuk menolak berpengaruh terhadap sikap pelanggan untuk menerima atau menolak inovasi baru / The development of electricity in Indonesia is very rapid, increasing the electrification ratio shows that the number of electricity subscribers is increasing and almost all residents in Indonesia have felt the benefits of electricity. Innovation in the field of electricity is also growing so rapidly and one of them is the innovation of prepaid electrical tokens. Until 2017 not all people in Indonesia feel the benefits of prepaid electric innovation but it is said that some people who live in Jakarta and surrounding areas have been using the innovation. The various attitudes of customers towards this innovation affect the customer's desire to accept or reject the prepaid electricity innovation when given the opportunity to vote. Research on customer behavior shows the reasons for and reasons for not adopting innovations affecting customer decisions in different ways. This has important implications for theory and managers such as overcoming barriers that cause customers to reject new innovations, how to apply the right marketing strategy including how to approach and communicate new innovations to customers appropriately. This research aims to examine the effects of customer values, the reasons for adoption of innovations (reason to adoption), reasons for rejecting innovation (reason against to innovation), and customer attitudes to adopt or refuse innovation (attitude toward innovation adoption). In this study used 398 respondents with sampling technique done with random sampling through the distribution of questionnaires. Respondents in this study are customers of prepaid electricity tokens in the Jakarta and surrounding areas. Further data analysis is done by using Structural Equation Modeling (SEM). The results show that customer values, reasons to accept and reasons for refusal affect the attitude of customers to accept or reject new innovations

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