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Strategi Komunikasi Merek X dalam Proses Difusi Inovasi Alternative Channel di Kota Samarinda

  • Jeni Ananda Nur Islam1*
  • Jaka Farih Agustian2
  • Kezia Arum Sary3
  • Ainun Nimatu Rohmah4
1,1,2,3,4 Mulawarman University image/svg+xml
* Corresponding Author: Jeni Ananda Nur Islam

Abstract

The purpose of this research is to explain the communication strategy applied by Brand X in the diffusion process of their alternative channel innovation. As one of the top brands of low/sugar-free sweetener brands, Brand X innovates alternative channels to answer the opportunities that present themselves. This research focuses on the stages of innovation-decision process, namely the knowledge stage, persuasion stage, decision stage, implementation stage and confirmation stage. The research method used is qualitative research method and data is collected through interviews and documentation studies. The results of this research show that at the knowledge stage, communicators conduct surveys and observations to each retail destination before introducing the innovation. This activity helps communicators in recognizing retail needs and becomes a reference in developing messages at the persuasion stage. At the decision stage, communicators utilize social media to establish communication with retailers who reject the innovation with the aim of building interpersonal relationships. At the implementation stage, communicators help retailers implement the innovation. However, it was found that in Samarinda, the communication at the confirmation stage was not consistent.

Keywords

Alternative Channel Innovation Diffusion Theory

How to Cite

Citation Format
Islam, J. A. N., Agustian, J. F., Sary, K. A., & Rohmah, A. N. (2024). Strategi Komunikasi Merek X dalam Proses Difusi Inovasi Alternative Channel di Kota Samarinda. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 8(3), 795-805. https://doi.org/10.35870/jtik.v8i3.2417

References

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Author Biographies

Jeni Ananda Nur Islam, Mulawarman University, Mulawarman University

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman, Kota Samarinda, Provinsi Kalimantan Timur, Indonesia.

Jaka Farih Agustian, Mulawarman University

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman, Kota Samarinda, Provinsi Kalimantan Timur, Indonesia.

Kezia Arum Sary, Mulawarman University

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman, Kota Samarinda, Provinsi Kalimantan Timur, Indonesia.

Ainun Nimatu Rohmah, Mulawarman University

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman, Kota Samarinda, Provinsi Kalimantan Timur, Indonesia.

License

Copyright (c) 2024 Jeni Ananda Nur Islam, Jaka Farih Agustian, Kezia Arum Sary, Ainun Nimatu Rohmah

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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