UTILITY THEORY APPLICATIONS THROUGH THE CONCEPT OF INNOVATION ADOPTION IN THE MARKETING PROGRAM OF FARMERS' DOCTORS

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DOI:

https://doi.org/10.31959/jm.v12i1.1409

Abstract

PT Central Biotech Indonesia is a company with rolling technology that has a Farmer Doctor Program which aims to be able to get maximum customers by using direct product management and being able to satisfy customers. The farm doctor who will be run is able to attract customers with the quality of the company's products. This research was conducted with the aim of evaluating and assisting companies in promoting products in the marketing department. The method used to analyze this research is qualitative, which is carried out by observing directly, in-depth interviews, collecting documentation, and secondary data carried out at the company. From the research that has been done in marketing the product, it is less effective in maximizing the application of marketing carried out in marketing the company's products. Research conducted in companies can evaluate programs using utility theory with the application of Adopt Innovations which are implemented in conducting communications at PT Central Biotech Indonesia in supporting farmer doctors.

Author Biography

Endy Gunanto Marsasi, Universitas Islam Indonesia

Dr. Endy Gunanto Marsasi, MM

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995, dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus: 57224778678; Id Researcher (WOS): GQA-4768-2022; Id Garuda : 3306613; Id Orchid: https://orcid.org/0000-0002-4130-7645

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Published

2023-03-01

Issue

Vol. 12 No. 1 (2023)

Section

Articles

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