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Abstract
E-commerce business in Indonesia has developed quite rapidly by prioritizing their respective advantages. E-commerce platforms can also be categorized into online-based innovation products that can be utilized by the sellers to expand their business online. E-commerce offers a variety of convenience in the process of selling transactions. Distance is no longer a significant obstacle because all can be connected through the internet. Groups of Small Medium Enterprises (SME) should also be able to get the positive impact of e-commerce platforms. Therefore, e-commerce companies, as products of innovation, must be able to create an appropriate marketing communication strategy so that SME can adopt this innovation quickly. Based on the positivism paradigm, this study aims to determine the process of innovation adoption on marketing communication strategy in e-commerce which is an online-based innovation product. This study also uses a qualitative case study approach to explain the phenomenon. This study was conducted by collecting data or information directly from individuals through in-depth interview supported by observation. The result of this study indicates that the presence of ecommerce platforms can encourage the creation of innovation adoption for SME. In addition, e-commerce companies have specific marketing strategies to encourage the diffusion of innovations process more quickly in SME groups. Thus, SME products can be recognized and marketed widely through online and self-managed by SME.
Keywords: E-Commerce; Small Medium Enterprise; Marketing Communication; Diffusion of Innovations;
Article Details
References
- Bruque, S. (2009). Individual Adaptation to IT-Induced Change: The Role of Social Network. Journal of Management Information Systems / Winter, 25(3), 179-208.
- Creswell, J.W. (1994). Research Design: Qualitative and Quantitative Approaches. California: Sage Publications.
- Eriyanto. (2014). Analisis Jaringan Komunikasi: Strategi Baru dam Penelitian Ilmu Komunikasi dan Ilmu Sosial Lainnya. Jakarta: Prenadamedia Group
- Hennink, M. (2011). Qualitative Research Methods. SAGE Publications Inc. London.
- Indriyanaspari, S. (2011). Analisis Penerapan Integrated Mobile Marketing Communication dalam Proses Difusi Inovasi Pada Produk Inovasi Berbasis Mobile (Studi Kasus: Langit Musik PT Telekomunikasi Selular). Unpublished doctoral dissertation, University of Indonesia, Jakarta.
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- Maulana, S.M., Susilo, H. & Riyadi. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang). Journal of Business Administration, 29(1), 1-9.
- Moleong, L. J. (2004). Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.
- Mulyana, Deddy. (2005). Ilmu Komunikasi Suatu Pengantar. PT Remaja Rosdakarya: Bandung
- Neuman, W. L. (2006). Social Research Methods: Qualitative and Quantitative Approaches (6th Edition). USA: Pearson.
- Patton, M.Q. (2015). Qualitative Research & Evaluation Methods (4th Edition). California: SAGE Publications.
- Rogers, E.M. (1986). Communication Technology: The New Media in Society. New York: Free Press.
- Rogers, E.M. (1995). Diffusion of Innovations Fourth Edition. USA: The Free Press.
- Silitonga, M.F. (2016). Analisis Implementasi Strategi Komunikasi Pemasaran Konten Naratif Produk E-Commerce Berbasis Komunitas. Unpublished doctoral dissertation, University of Indonesia, Jakarta.
- Utari, S.A. (2017). Peran Jaringan Satuan Pendidikan dalam Proses Pembuatan Keputusan Adopsi Inovasi (Studi Kasus Program Ujian Nasional Berbasis Komputer di SMAN 12 Pandeglang). Unpublished doctoral dissertation, University of Indonesia, Jakarta.
References
Bruque, S. (2009). Individual Adaptation to IT-Induced Change: The Role of Social Network. Journal of Management Information Systems / Winter, 25(3), 179-208.
Creswell, J.W. (1994). Research Design: Qualitative and Quantitative Approaches. California: Sage Publications.
Eriyanto. (2014). Analisis Jaringan Komunikasi: Strategi Baru dam Penelitian Ilmu Komunikasi dan Ilmu Sosial Lainnya. Jakarta: Prenadamedia Group
Hennink, M. (2011). Qualitative Research Methods. SAGE Publications Inc. London.
Indriyanaspari, S. (2011). Analisis Penerapan Integrated Mobile Marketing Communication dalam Proses Difusi Inovasi Pada Produk Inovasi Berbasis Mobile (Studi Kasus: Langit Musik PT Telekomunikasi Selular). Unpublished doctoral dissertation, University of Indonesia, Jakarta.
Lukman, E. (2013, October). Laporan: Inilah yang Dilakukan 74,6 Juta Pengguna Internet Indonesia Ketika Online. Retrieved from https://id.techinasia.com/tingkah-laku-pengguna-internet-indonesia
Maulana, S.M., Susilo, H. & Riyadi. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang). Journal of Business Administration, 29(1), 1-9.
Moleong, L. J. (2004). Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.
Mulyana, Deddy. (2005). Ilmu Komunikasi Suatu Pengantar. PT Remaja Rosdakarya: Bandung
Neuman, W. L. (2006). Social Research Methods: Qualitative and Quantitative Approaches (6th Edition). USA: Pearson.
Patton, M.Q. (2015). Qualitative Research & Evaluation Methods (4th Edition). California: SAGE Publications.
Rogers, E.M. (1986). Communication Technology: The New Media in Society. New York: Free Press.
Rogers, E.M. (1995). Diffusion of Innovations Fourth Edition. USA: The Free Press.
Silitonga, M.F. (2016). Analisis Implementasi Strategi Komunikasi Pemasaran Konten Naratif Produk E-Commerce Berbasis Komunitas. Unpublished doctoral dissertation, University of Indonesia, Jakarta.
Utari, S.A. (2017). Peran Jaringan Satuan Pendidikan dalam Proses Pembuatan Keputusan Adopsi Inovasi (Studi Kasus Program Ujian Nasional Berbasis Komputer di SMAN 12 Pandeglang). Unpublished doctoral dissertation, University of Indonesia, Jakarta.