HUBUNGAN FAKTOR DEMOGRAFIS, REPUTASI GOOGLE, INTENSITAS KOMUNIKASI GOOGLE STUDENT CHAMPION, TINGKAT PENGETAHUAN DAN KEPUTUSAN ADOPSI GOOGLE APPS FOR EDUCATION (GAFE) PADA CIVITAS AKADEMIKA DI PERGURUAN TINGGI KOTA SEMARANG

Abstract

HUBUNGAN FAKTOR DEMOGRAFIS, REPUTASI GOOGLE, INTENSITAS KOMUNIKASI GOOGLE STUDENT CHAMPION, TINGKAT PENGETAHUAN DAN KEPUTUSAN ADOPSI GOOGLE APPS FOR EDUCATION (GAFE) PADA CIVITAS AKADEMIKA DI PERGURUAN TINGGI KOTA SEMARANG ABSTRAKSI Pendidikan tinggi dianggap sangat ideal untuk tempat mengadopsi berbagai ide, termasuk teknologi baru yang dikeluarkan oleh Google yaitu Google Apps for Education (GAFE). Namun ternyata jumlah adopter yang ada masih jauh dari yang ditargetkan. Oleh karena itu penelitian ini ingin mengkaji hubungan faktor demografis, reputasi Google, dan intensitas komunikasi Google Student Champion , tingkat pengetahuan dan keputusan adopsi Google Apps for Education (GAFE) pada civitas akademika di Perguruan Tinggi Kota Semarang yang sudah Gone Google yaitu UNISSULA, UNNES, dan UDINUS. Metode penelitian yang digunakan adalah kuantitatif eksplanatori dengan paradigma positivistik. Sedangkan teori komunikasi yang digunakan adalah milik Rogers yaitu Teori Difusi Inovasi. Sampel dalam penelitian ini yaitu sebanyak 99 orang yang diambil dengan cara multistage random sampling dan dianalisis dengan uji korelasi. Hasil temuan penelitian menunjukkan bahwa hubungan tingkat pengetahuan GAFE dengan keputusan GAFE tidak didahului oleh faktor demografis melainkan dimoderasi, kemudian hubungan tingkat pengetahuan GAFE dan keputusan adopsi didahului oleh reputasi Google dan intensitas komunikasi Google Student Champion. Selain itu intensitas komunikasi Google Student Champion memiliki hubungan positif dengan keputusan adopsi GAFE walaupun kekuatan hubungan yang terjadi tergolong lemah. Kata kunci : GAFE, difusi inovasi, faktor demografis, reputasi, intensitas komunikasi THE RELATIONSHIP OF DEMOGRAPHIC FACTORS, REPUTATION OF GOOGLE, AND COMMUNICATION INTENSITY OF GOOGLE STUDENT CHAMPION, LEVEL OF KNOWLEDGE AND ADOPTION DECISIONS OF GOOGLE APPS FOR EDUCATION (GAFE) IN THE ACADEMIC COMMUNITY IN UNIVERSITIES AT SEMARANG ABSTRACT Higher education is considered ideal to adopt a variety of ideas, including new technology released by Google known as Google Apps for Education (GAFE). But apparently number of adopters is still far from the target. Therefore this research wants to examine the relationship of demographic factors, the reputation of Google, and communication intensity of Google Student Champion, level of knowledge and adoption decisions of Google Apps for Education (GAFE) in the academic community in Universities around Semarang who have Gone Google such as UNISSULA, UNNES , and UDINUS. The research method used is quantitative explanatory with the positivistic paradigm. While communication theory used is owned by Rogers namely Diffusion of Innovation Theory. The sample in this study as many as 99 respondent were taken by multistage random sampling and analyzed by correlation test. Research findings indicated that the relationship between level of GAFE knowledge and decision of GAFE adoption was not preceded by demographic factors but was moderated , then the relationship GAFE knowledge level and the adoption decision is preceded by the reputation of Google and communication intensity Google Student Champion. In addition, communication intensity of Google Student Communication Champion has a positive relationship with the decision of GAFE adoption although the strength of the relationship is relatively weak. Keywords: GAFE, diffusion of innovation, demographic factors, reputation, communication intensity