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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Sia Lili
Universitas Surabaya
Education

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PENERAPAN TEORI DIFFUSION OF INNOVATION DALAM MENILAI PERUBAHAN BENTUK CONVENIENCE STORE MENJADI HYBRID CONVENIENCE STORE DI SURABAYA Lili, Sia
CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya Vol 3, No 2 (2014): CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Publisher : University of Surabaya

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Abstract

This study aims to identify and analyze the influence of relative advantage, compatibility, complexity, trialability, observability of the respondents interest to try to eat in a hybrid convenience store. This study uses diffusion of innovation theory basis of Roger. This study was conducted in a hybrid convenience store in Surabaya. This research using SPSS 16 software. Sampling technique used was non-probability sampling with purposive sampling and data obtained directly from the respondents. The samples used in this study was 167 respondents. The results of this study indicate that relative advantage, compatibility, trialability, observability has a significant influence on the respondents interest to try to eat in a hybrid convenience store. However complexicity variable has no significant effect on the respondents interest to try to eat in a hybrid convenience store.
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