Abstract:This study aims to determine how the process of consumers adopting Gramedia Digital application innovations and consumer behavior in making decisions about these innovations.
The research is descriptive qualitative. The research subjects were 10 consumers of Gramedia Digital application users who were interviewed in depth. The results of the interview will be examined through the concept of diffusion and adoption of innovation as well as a consumer decision-making model which includes three stages, the i… Show more
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