Difusi Inovasi E-Money pada Generasi X dalam Layanan Balikpapan City Trans
Abstract
This study examines the diffusion of E-Money innovation among Generation X users of Balikpapan City Trans (BACITRA) in Balikpapan, Indonesia. The study employed a descriptive qualitative approach using observations, structured interviews, and documentation involving ten informants comprising BACITRA users and an operational informant. Data were analyzed through reduction, data display, and conclusion verification. Findings show that E-Money was initially perceived as a new and somewhat complex payment practice, particularly regarding tapping, balance, and card acquisition. However, direct experience, repeated use, and assistance from others reduced perceived complexity and strengthened perceived relative advantage. Digital media generated initial awareness, while interpersonal communication was more influential in operational understanding and adoption decisions. Adoption unfolded gradually through knowledge, persuasion, decision, implementation, and confirmation. The social system, especially family, peers, neighbors, and bus drivers, functioned as a key mechanism of normalization and continued diffusion. The study highlights socially embedded communication in public-service innovation.
Keywords
Diffusion of Innovation, E-Money, Generation X, Public Transportation, Social System
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