Published: 2024-07-01

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

DOI: 10.35870/jtik.v8i3.2417

Jeni Ananda Nur Islam, Jaka Farih Agustian, Kezia Arum Sary, Ainun Nimatu Rohmah
  • Jeni Ananda Nur Islam: Affiliation name not available , niversitas Mulawarman , Indonesia
  • Jaka Farih Agustian: Mulawarman University , Indonesia . image/svg+xml
  • Kezia Arum Sary: Mulawarman University , Indonesia . image/svg+xml
  • Ainun Nimatu Rohmah: Mulawarman University , Indonesia . image/svg+xml
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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

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How to Cite

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
Article Information

This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 3 (2024)

  • Section: Computer & Communication Science

  • Published: %750 %e, %2024

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Author Biographies
Jeni Ananda Nur Islam
Google Scholar ResearchGate ORCID

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

Jaka Farih Agustian
Google Scholar ResearchGate ORCID

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

Kezia Arum Sary
Google Scholar ResearchGate ORCID

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

Ainun Nimatu Rohmah
Google Scholar ResearchGate ORCID

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

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