ASTUTI, THERESIA NINGSI (2020) MODEL KOMUNIKASI KOMERSIALISASI PRODUK JASA TEKNOLOGI BERBASIS DIFUSI INOVASI DI LIPI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
To increase the competitiveness of a nation, the results of research conducted by a research institute, in this case, LIPI, are needed to be able to commercialize research results. These results do not only reach journals/publications or patents but how the results of research and development can be studied by society or industry. The theory used in this research is the diffusion theory of innovation which was popularized by Everett Rogers in 1964 (Rogers, 1964) through his book entitled Diffusion of Innovation and integrated marketing communication theory through his book entitled IMC The Next Generation (Schultz, 2004) the synergy of several functions in an organization. The method used by the author in this study uses qualitative methods with case studies, namely in-depth research on a social environment including humans in it and can also provide an overview of the existing situation. Data collection methods use interviews, observations, organizational documents, regulations, books, reports, literature and others related to the research topic. These results indicate that the communication model for the commercialization of technology service products used in LIPI in implementing marketing strategies is an integrated communication model based on the diffusion of innovation. This is done because the internal understanding of innovation before being conveyed to external parties follows the needs of potential partners/users of LIPI's research results. LIPI formed a work unit called the Center for Utilization and Innovation of Science and Technology (PPII) in which there are 4 main areas, namely the management of intellectual property rights, the field of incubation, the field of technology transfer and innovation and 1 supporting field, namely the field of administration. PPII is also supported by other work units, namely the Bureau of Cooperation, Law and Public Relations (BKHH) LIPI which oversees the fields of cooperation, law and public relations as well as other related work units. The results of this study indicate that there are 5 (five) commercialization schemes carried out at LIPI so that a communication model for the commercialization of technology products at LIPI can be produced which can be used as a reference. Keywords: communication model, commercialization, organizational communication, promotion, integrated marketing communication, diffusion of innovation To increase the competitiveness of a nation, the results of research conducted by a research institute, in this case, LIPI, are needed to be able to commercialize research results. These results do not only reach journals/publications or patents but how the results of research and development can be studied by society or industry. The theory used in this research is the diffusion theory of innovation which was popularized by Everett Rogers in 1964 (Rogers, 1964) through his book entitled Diffusion of Innovation and integrated marketing communication theory through his book entitled IMC The Next Generation (Schultz, 2004) the synergy of several functions in an organization. The method used by the author in this study uses qualitative methods with case studies, namely in-depth research on a social environment including humans in it and can also provide an overview of the existing situation. Data collection methods use interviews, observations, organizational documents, regulations, books, reports, literature and others related to the research topic. These results indicate that the communication model for the commercialization of technology service products used in LIPI in implementing marketing strategies is an integrated communication model based on the diffusion of innovation. This is done because the internal understanding of innovation before being conveyed to external parties follows the needs of potential partners/users of LIPI's research results. LIPI formed a work unit called the Center for Utilization and Innovation of Science and Technology (PPII) in which there are 4 main areas, namely the management of intellectual property rights, the field of incubation, the field of technology transfer and innovation and 1 supporting field, namely the field of administration. PPII is also supported by other work units, namely the Bureau of Cooperation, Law and Public Relations (BKHH) LIPI which oversees the fields of cooperation, law and public relations as well as other related work units. The results of this study indicate that there are 5 (five) commercialization schemes carried out at LIPI so that a communication model for the commercialization of technology products at LIPI can be produced which can be used as a reference. Keywords: communication model, commercialization, organizational communication, promotion, integrated marketing communication, diffusion of innovation
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