THE RELATIONSHIP BETWEEN INNOVATION CHARACTERISTICS AND INNOVATION ADOPTION OF WASTE CRAFT TRAINING PROGRAM

Abstract

The concept of Corporate Social Responsibility (CSR) is one vision of business accountability for various stakeholders, except the shareholder and the investor. CSR, for Indocement, is an integral part in achieving the Company's sustainability efforts. The researcher was involved in training program, fielding in Garbage Craft Training in PT Indocement's CSR work program in Kedung Bunder village. The Garbage Craft Training is a part of Sustainable Development Program (SDP). Looking at this phenomenon, the researcher is getting interested in finding out the relationship between the characteristics of innovation and the adoption of innovation. The aim of this research, specifically is to reveal the correlation of Relative Advantage, Compatibility, Complexity, Trialability, Observability of the innovation on the innovation to Adoption of Waste Craft Training Program Innovation. This research is innovation diffusion-based theory. It involved two variables in which X variable is the characteristics of innovation and the Y variable is Adoption to innovation. The methodology conducted in this research was correlation method and quantity approach. The population to this research was the Community Members in Village Built by PT Indocement Tunggal Prakarsa Tbk. The gained data was then analyzed using Spearsman Rho’s Correlation Interpretation. The result of this research showed that there is a significant relation between the characteristics of innovation and adoption to innovation, with 0, 051 correlation. Partially, there can also be found another significant relation of Relative Advantage, Trialability, Observability with the innovation to Adoption of Waste Craft Training Program Innovation. However, there are no relation between sub variables of Compatibility and Complexity and the adoption to innovation. Among the five  sub variables, the highest correlation value is Observability variable in 0, 583.