COOPERATIVES IN THE ERA OF DIGITALIZATION FROM THE PERSPECTIVE OF INNOVATION DIFFUSION THEORY  AT THE CU SEHATI COOPERATIVE IN JAKARTA

Dwi Kartikawati; Nurhasanah

doi:10.62567/micjo.v2i1.437

Authors

Dwi Kartikawati Universitas Nasional
Nurhasanah Universitas Nasional

DOI:

https://doi.org/10.62567/micjo.v2i1.437

Keywords:

cooperatives, digitalization,, diffusion of innovation, technology

Abstract

This research discusses the change of cooperatives towards digitalization from the perspective of Innovation Diffusion theory from Everett M Rogers at the CU Sehati Cooperative in Jakarta. Digitalization is an important strategy for cooperatives to continue to exist and be relevant during such rapid technological changes. This study uses a qualitative-descriptive approach with case study and literature study methods. The study results show that the implementation of digitalization in the CU Sehati Cooperative is in the innovation stage, with cooperative members as adopters who support the organization's sustainability. The study identifies the key factors influencing technology adoption. It also recommends training cooperative members and strengthening digital infrastructure to accelerate technology adoption so that cooperatives can increasingly contribute to the community's economy.

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