Application of Technology Adoption Through Value Co-Creation in UT Connect Marketing Program

Authors

  • Raditya Dwi Nugraha Universitas Islam Indonesia
  • Endy Gunanto Marsasi Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia http://orcid.org/0000-0002-4130-7645

DOI:

https://doi.org/10.32924/ijbs.v7i3.300

Keywords:

Marketing Management, Digital Economy, Technology Adoption, Value Co-Creation

Abstract

Researchers examined a company engaged in the heavy equipment industry where some marketing has been through digital. This study aims to evaluate the marketing used by companies regarding UT Connect marketing media and UT clicks to support online sales of company products and make it easier for users to access available systems. The study used descriptive qualitative research with observation, in-depth interviews, secondary company data, and documentation collection. This research resulted in an evaluation of UT Connect and UT click to facilitate information transactions to online purchases using the theory of Technology Adoption with the concept of Value Co-Creation, which will be implemented to support the marketing media of PT. United Tractors Tbk in the evaluation of a program called UT Connect.

Author Biography

Endy Gunanto Marsasi, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 di tahun 1995 di Universitas Gadjah Mada,  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: 0000-0002-4130-7645

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Submitted

2023-07-06

Published

2023-10-24

How to Cite

Nugraha, R. D., & Marsasi, E. G. (2023). Application of Technology Adoption Through Value Co-Creation in UT Connect Marketing Program. International Journal of Business Studies, 7(3), 196–212. https://doi.org/10.32924/ijbs.v7i3.300

Issue

Vol. 7 No. 3 (2023): International Journal of Business Studies

Section

Articles

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