Adoption of Innovation of Go-Car Driver Application in Conventional Taxi DriverIn Semarang City

The use of a manual system for conventional taxis causes companies to lose money because theycannot compete with private cars using the go-car online application. a new breakthrough made byconventional taxi companies is to work with the go-car applicator. conventional taxi drivers are pleasedwith the presence of the go-car application in the company. the purpose of this study is to determine theadoption of innovations that occur in go-car partners in the city of semarang, the role ofcommunication in the process of innovation diffusion so that it becomes a go-car partner in the city ofsemarang, and the factors that influence the adoption of innovations, namely individual factors and socialfactors. method. the method used is a qualitative research method. the subjects used in the study arego-car partners from go-jek indonesia who are still active as partners. sources of data used in thisstudy include primary data, that is data obtained directly when researchers are in the field or researchlocation. it can be in the form of go-car partners' daily activities while working, and the results ofinterviews with predetermined informants and secondary data are supporting data from data obtainedfrom research sites or primary data, literature studies, such as journals, theses, books and documents.secondary data in this study can also be obtained through the official website of go-jek. this researchdata collection technique uses in-depth interviews using open-ended questions and documents as past datafrom the research object in order to obtain information about the state of the object before the go-carfrom go-jek indonesia in semarang city. technical analysis using the miles and huberman (2014)model, namely condensing, presenting, and concluding or verifying data from the data obtained. theresults showed that there was diffusion of innovation in conventional taxi drivers using the go-car driverapplication in semarang in the form of acceptance of a new culture of innovation in the conventional taxicompany and innovation diffusion occurred in conventional taxi drivers using the go-car driverapplication in the city semarang and the acceptance of a new culture of innovation in this conventionaltaxi company. there is a difference in the concept of the innovation adoption decision process fromseveral informants of this research, namely the reversal of the persuasion process with the decisionprocess of several informants due to the role of the authoritarian figure in the adoption decision process.in this study, interpersonal communication channels proved to be more effective than mass mediachannels in the diffusion process of the go-car driver application in conventional taxi drivers in the cityof semarang.