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All Journal Lontar : Jurnal Ilmu Komunikasi Proceedings of Jogjakarta Communication Conference (JCC)
Hanugrah Nur Muharrani Putri
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Social Sciences Other

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Diffusion Of Innovation in Digital Transformation of Kotakmedia Indonesia Hanugrah Nur Muharrani Putri; Sukmono, Filosa Gita
LONTAR: Jurnal Ilmu Komunikasi Vol. 13 No. 1 (2025): Lontar : Jurnal Ilmu Komunikasi
Publisher : Program Studi Ilmu Komunikasi Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/lontar.v13.i1.10243

Abstract

This research analyzes the theory of diffusion of innovation in the digital transformation carried out by Kotakmedia Indonesia. With the rapid development of digital today, innovation is a demand for companies to survive. Diffusion of innovation is a concept that studies the spread of innovation in a social system.  The case study method with a qualitative approach is used to emphasize the question of how the transformation process in depth at Kotakmedia Indonesia will be collected, interpreted and analyzed the results of the data. The results show that the digital transformation of Kotakmedia Indonesia is influenced by relative advantage, compatibility, and effective communication in the social system. the factors that form the innovation diffusion process at Kotakmedia Indonesia, which include knowledge of innovation and reinvention factors, external accountability factors, and organizational structure factors also play an important role in supporting the digital transformation carried out by the company. This transformation process has successfully increased branding, audience reach, and website traffic.
Analysis of Social System Innovation in Digital Transformation of Kotakmedia Indonesia: The Perspective of Innovation Diffusion Theory Hanugrah Nur Muharrani Putri; Filosa Gita Sukmono
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

In the context of digital transformation, the role of social systems is becoming increasingly significant as technological change often requires cross-functional collaboration, cultural adaptation and managing resistance to change. However, many organizations face challenges in managing their social systems during the digital transformation process. This research aims to explore how the social system in Kotakmedia Indonesia plays a role in the process of adopting innovations that occur in a structured manner during its digital transformation. The method used in this research is a case study with a qualitative approach. The informants in this study used purposive sampling technique with data collection techniques using in-depth interviews and observations. The results showed that the success of innovation adoption depends on interactions between individuals and organizational collaboration. In the innovation diffusion process, the role of opinion leaders and internal communication mechanisms contribute to the acceleration of innovation adoption. An organizational structure that supports innovation diffusion allows innovation adoption to run more systematically. Innovators and early adopters act as the main motors of innovation, while the majority group tends to follow after seeing initial success. In the context of the social system, factors such as social structure, system norms, the role of leaders, and change agents are interconnected in determining the success of innovation adoption at Kotakmedia Indonesia.   
Co-Authors Filosa Gita Sukmono Sukmono, Filosa Gita