Proceedings of the First International Conference on Administration Science (ICAS 2019)

Analysis of Utilization of Ubiklan Technology as Hybrid Advertising Innovation with Sharing Economy Concept

Authors
Oktavia Nur’afifah, Dinda Rakhma Fitriani
Corresponding Author
Oktavia Nur’afifah
Available Online August 2019.
DOI
10.2991/icas-19.2019.53How to use a DOI?
Keywords
Ubiklan; innovation; adoption; hybrid advertising; sharing economy
Abstract

A touch of new innovations in the world of advertising is hybrid advertising implemented by Ubiklan. This research aims to know how hybrid advertising innovation with the concept of sharing economy is accepted by companies and partners analyzed using Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). This research is a qualitative design but researchers use purposive sampling techniques in determining the informant of the company and its partners Ubiklan around Jakarta. Primary data collection techniques through interview in-depth and secondary data obtained by researchers from existing sources as supporters. For data validation, researchers use source triangulation. The results of this research that for the partners, experiences, ease in operation of the Ubiklan application, as well as the profit of commissions from the sharing economy is the relative advantage of this technological innovation, and for the company the most powerful factor in the acceptance of this technology is the features of Ubiklan that is tracking system, impression calculator, and quality control is very effective to obtain mass product and branding awareness. The process of innovation adoption in this technology includes knowledge (level of knowledge), persuion (the level of persuitation), the decision (level of decision), the implementation (phase of implementation) and confirmation (level of preparedness). The adoption process goes well and corresponds to the stage.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the First International Conference on Administration Science (ICAS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
August 2019
ISBN
978-94-6252-780-5
ISSN
2352-5398
DOI
10.2991/icas-19.2019.53How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Oktavia Nur’afifah
AU  - Dinda Rakhma Fitriani
PY  - 2019/08
DA  - 2019/08
TI  - Analysis of Utilization of Ubiklan Technology as Hybrid Advertising Innovation with Sharing Economy Concept
BT  - Proceedings of the First International Conference on Administration Science (ICAS 2019)
PB  - Atlantis Press
SP  - 259
EP  - 265
SN  - 2352-5398
UR  - https://doi.org/10.2991/icas-19.2019.53
DO  - 10.2991/icas-19.2019.53
ID  - Nur’afifah2019/08
ER  -