Materi MK Penyuluhan: Adopsi Inovasi

Summary

This video discusses the process of adoption and innovation, exploring how new ideas, products, or behaviors are embraced by society. It highlights the stages of adoption—awareness, interest, evaluation, trial, and adoption—emphasizing that these changes don't happen instantly but through gradual shifts in behavior. The video also explains the five adopter categories: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards, each group with unique characteristics. By understanding these categories, marketers can tailor communication strategies to accelerate the adoption process, making it more effective in spreading innovations across different segments of society.

Takeaways

• 😀 Innovation refers to something new, such as products, services, or ideas, and can vary in how new it is for different communities.
• 😀 Adoption is the process of behavioral change, which includes knowledge, attitudes, and skills, and happens after an innovation is introduced.
• 😀 An individual is considered to have adopted an innovation when they not only know about it but also apply it.
• 😀 The adoption process follows several stages: awareness, interest, evaluation, trial, and adoption.
• 😀 The first stage, awareness, occurs when individuals become aware of the innovation being offered.
• 😀 Interest is the second stage, where individuals develop curiosity and desire to learn more about the innovation.
• 😀 Evaluation follows interest, with individuals assessing the impact of the innovation to determine if it's positive or negative.
• 😀 In the trial stage, individuals experiment with the innovation on a small scale to validate their assessment of its benefits.
• 😀 Adoption occurs when individuals fully implement the innovation, confident in its positive value based on their trial experience.
• 😀 According to Everett Rogers' theory, adopters fall into five categories: innovators, early adopters, early majority, late majority, and laggards.
• 😀 Innovators, making up about 2.5% of society, are adventurous, risk-taking individuals who are the first to adopt new innovations.
• 😀 Early adopters, about 13.5% of society, are opinion leaders who are open to innovation and play a key role in bridging the gap to the majority.
• 😀 The early majority, about 34% of society, are cautious and take time to adopt innovations but do so once they are convinced of the benefits.
• 😀 The late majority, another 34%, are skeptical and resistant to change, typically adopting innovations only due to peer pressure or economic necessity.
• 😀 Laggards, about 16.5% of society, are the last to adopt an innovation, often due to limited exposure and resistance to change.
• 😀 When promoting an innovation, understanding the different adopter categories helps tailor communication strategies to increase adoption success.
• 😀 Innovations spread at different rates, with some, like social media, achieving rapid adoption, while others, like solar power, may take decades.

Q & A

What is innovation according to the transcript?

Innovation is something new, which can be a product, service, or idea. It is relative, as it may be new to one society but old to another.

What does adoption of innovation mean?

Adoption of innovation refers to the process of behavioral change, which can involve knowledge, attitudes, or skills. A person is considered to adopt an innovation when they not only know about it but also apply it.

What are the stages of the innovation adoption process?

The stages include awareness, interest, evaluation, trial, and adoption. Awareness is when a person becomes aware of the innovation; interest is when they show interest in learning more; evaluation involves assessing the impact; trial is the testing phase; and adoption is when they fully implement the innovation.

Who developed the adopter categories theory, and what does it describe?

The adopter categories theory was developed by Rogers and Schumaker in the 1960s. It describes how individuals within a society adopt innovations at different rates, categorized into five groups: innovators, early adopters, early majority, late majority, and laggards.

What are the characteristics of innovators in the adoption process?

Innovators make up about 2.5% of society and are the first to adopt innovations. They are adventurous, risk-taking, mobile, smart, and have high economic status.

Who are the early adopters, and what role do they play in innovation adoption?

Early adopters make up about 13.5% of the population. They are respected opinion leaders with high social standing and play a key role in promoting the innovation to the broader society.

What is the characteristic behavior of the early majority?

The early majority, representing around 34% of the population, are careful and consider innovation carefully. They engage in internal interactions within the community before adopting an innovation.

How do the late majority approach innovation adoption?

The late majority, also comprising 34% of society, are skeptical and adopt innovations only after considerable testing, either through peer pressure or economic considerations. They tend to be cautious and avoid early adoption.

What defines laggards in the adoption process?

Laggards, who make up about 16.5% of the population, are highly resistant to change. They are isolated, have limited awareness, lack opinion leadership, and often have restricted access to resources.

How does the diffusion of innovations theory apply to marketing?

The theory suggests that to promote the widespread adoption of a new product or behavior, marketers should tailor their communication strategies to the different adopter categories. This involves using distinct channels and messages for each group to increase the chances of successful adoption.