Innovation Adoption of Natural Color

Darmanah

, Agustin Aditya

, Dyah Sugandini

, and Tri Wahyuningsih

Sekolah Tinggi Ilmu Ekonomi Trisna Negara

Universitas Pembangunan National Veteran Yogyakarta

Keywords: Innovation Adoption, Natural Colouring.

Abstract: Research on the analysis of innovation adoption of the use of natural dyes on batik by batik craftsmen aims

to find out: 1) the effect of relative superiority on the adoption of natural batik dyes, 2) the effect of suitability

on the adoption of natural batik dyes, 3) the effect of complexity on the adoption of batik natural dyes, 4) the

effect of experimentation on the adoption of natural batik dyes, 5) the effect of visibility on the adoption of

natural batik dyes. Variables in the study, several indicators can be measured, namely Relative Advantage,

Compatibility, Complexity, Trialability, Observability, and Adoption of Innovations. Data collection is done

by giving questions in the form of questionnaires. The unit of analysis in this study is batik artisans in Giriloyo

Village, Imogiri, Bantul, Yogyakarta. The sample of respondents in this study were 62, using a purposive

sampling method. The method used in testing the Hypothesis is Multiple Regression. The results of this study:

the existence of a significant positive result between relative superiority, suitability, complexity,

experimentation, visibility, and partial adoption of innovation.

1 INTRODUCTION

In the current era of globalization, batik fever is

sweeping the Indonesian fashion world, especially

since UNESCO designated batik as cultural heritage

at the world level owned by Indonesia in 2009. The

phenomenon of the rampant batik that is sweeping the

Indonesian fashion world today, of course, in addition

to increasing the love of Indonesian people for batik,

can also increase the income and growth of the batik

industry in Indonesia.

Innovation is defined as new ideas, new practices,

or objects that can be felt like something new by the

target individual or community (Roger and

Shoemaker, 1971). Innovation as an economic

success is due to the introduction of new ways or new

combinations of old ways of transforming inputs into

outputs (technology) that result in significant or

drastic changes in the comparison between the use-

value perceived by consumers of the benefits of a

product (goods/services) and prices set by the

manufacturer. Innovation can be said to be a new

change towards improvement, which is different or

different from the previous one, which was done

intentionally and planned or not by chance.

Successful innovations are innovations that create

significant value for consumers, for the community,

and the environment at the same time.

Rogers (1983), several factors are considered by

adopters in deciding to accept or reject a product. The

distribution of innovation influenced by five

characteristics of innovation, namely (1) relative

superiority, where innovation is considered to be

superior to ever before. The concept shows that the

rate of adoption of innovation will be high if

individuals can feel the benefits and benefits. (2)

conformity, where innovation is considered

consistent with applicable values, experience, and the

needs of adopters. (3) complexity, where innovation

is considered as something challenging to understand

and use. (4) experiment, where innovation can be

tested within certain limits with the real situation by

showing its superiority so that it can be quickly

adopted. (5) Visibility, where others can see the

innovation process. The easier one sees the process of

innovation, the more likely a person or group will

adopt it.

Competition in the batik industry is getting

tighter, along with the continued growth of the batik

industry in Indonesia, especially in Yogyakarta. This

increasingly fierce competition triggers batik

producers to make breakthroughs or innovations, to

increase the performance of consumers'

competitiveness and the marketing of the batik they

produce. Innovation in a variety of motifs, patterns,

and colors, is significant to improve the

competitiveness of batik in trade and sales because

666

Darmanah, ., Aditya, A., Sugandini, D. and Wahyuningsih, T.

Innovation Adoption of Natural Color.

DOI: 10.5220/0009962306660672

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 666-672

ISBN: 978-989-758-471-8

what is first noticed and enticed consumers is the

variety of motifs, patterns, and colors that are owned

by a piece of batik cloth that exudes the beauty of

everything.

The use of natural dyes on batik makes an exciting

innovation because artisans utilize natural resources

as the main ingredient in the coloring process in batik

because the results will be better with beautiful

colors. The innovation process has been going on for

a few years ago by starting the process in stages to

produce colors that are truly quality. With this

innovation, batik artisans in Giriloyo village have an

innovation strategy on batik using natural coloring so

that they can attract the competitiveness and appeal

of consumers to be more enthusiastic in developing

batik culture in Indonesia, especially in Yogyakarta.

These innovations provide benefits and positive

benefits for artisans and other industries because the

process of innovation can improve the ability to make

batik so that it increases profits for artisans and can

expand creative ideas so that innovations can be more

attractive to consumers and of course the public.

2 LITERATURE REVIEW

2.1 Innovation and Types of Innovation

Roger and Shoemaker (1971) define innovation as

new ideas, new practices, or objects that can be felt

like something new by individuals or target

communities. The new understanding here means that

it is not only new to the mind but also new because it

has not been widely accepted by the whole

community in the sense of attitude and is new in the

sense that it has not been accepted and applied by all

members of the local community. Rogers (1995),

states innovation as an idea and practice, or an object

that is perceived as something new by an individual

or another adoption unit.

So, innovation can be seen as an effort to achieve

specific goals. Fullan and Allan (1977) stated that the

1970s were an era in which many contemporary

educational innovations were adopted, such as

mathematics, chemistry, and new physics, machine

learning (teaching machine), open education,

individual learning, team teaching and included in

this case is an independent learning system.

The division of other types of innovations was

proposed by Robertson (1976); categorizing

innovation into three, namely: (1) continuous

innovation (the continuous), (2) dynamically

continuous innovation, and (3) innovation

discontinuous.

2.2 Adoption Category

For some innovations, the actual target potential users

are divided into two, adopters and non-adopters of

new technology. Adopters are classified into 5 (five),

namely: innovators, early adopters, early majority

groups, late adopters, and late adopters.

Innovators (Innovators) are a group of individuals

who are most responsive to innovation, and first of

all, adopt an innovation.

Performers early adoption (early adopters) are a

group that is more integrated into the social system of

local compared to the innovator category adopters

have leadership level opinion (opinion leadership)

higher, so that prospective potential adopters often

refer to the perpetrators of early adoption as informers

and advisers in adopting innovation.

The early majority is the highest group that adopts

innovation. This group is a follower of opinion leader

who has first adopted innovation despite often

interacting with others.

The final majority (late majority) is a group that is

slow to respond to innovation for some reason, which

is to have a skeptical view and a cautious nature of

innovation. They will adopt the innovation after the

other members first adopt the innovation.

The most recent adopters (Laggards) are the most

recent groups to adopt because they are mostly

isolated in their social systems.

2.3 Characteristics of Innovation

The factors taken into account by the adopter in

deciding to accept or reject a product if it is associated

with the thinking of Rogers (1983) in the spread of

innovation (diffusion of innovation) is influenced by

5 (five) characteristics of innovation namely, (1)

relative superiority, (2) compatibility, (3) complexity

or complexity, (4) experimentation, and (5) visibility.

Each aspect is used as a benchmark in the acceptance

of innovative products because they are considered to

be able to represent all aspects of the ability of

individuals to receive innovative products.

Rogers (1995) identifies that individuals

regarding the characteristics of innovation affect the

speed of adoption of an innovation. The speed of

adoption means that the person is faster in time before

other system members do it. Rogers (1983) suggests

five characteristics of innovation include:

Relative advantage is an innovation considered to

be more or superior than ever before. This can be

measured from several aspects, such as economic

aspects, social prestige, comfort, satisfaction, and

others. The higher the relative superiority felt by

adopters, the faster the innovation can be adopted.

Rogers (1995) defines relative superiority as the

Innovation Adoption of Natural Color

667

advantage of innovation compared to previous ideas

or ideas that are a rival.

Conformity or compatibility is an innovation

considered to be consistent with applicable values,

experience, and the needs of adopters. For example,

if a particular innovation or new idea is not following

the applicable values and norms, then the innovation

cannot be adopted quickly, as is the case with

innovations compatible.

The complexity of innovation is considered as a

difficult one to understand and use. Specific

innovations can be easily understood and used by

adopters, and some are the opposite. The more easily

understood and understood by adopters, the faster an

innovation can be adopted.

Trial or testing ability is an innovation that can be

tested to a certain extent. An innovation that can be

tested in actual settings will generally be adopted

more quickly.

Visibility or the ability to be observed is others

can see the result of innovation. The easier one sees

the results of an innovation, and the more likely that

person or group of people will adopt it. Visibility is

defined as the degree to which the results of

innovation can be easily seen and communicated to

other parties.

2.4 Previous Research Regarding the

Adoption of Innovation

a. Said S. Al-Gahtani (2003), researching the

adoption of computer technology in Saudi

Arabia, this study examines how the attributes

of computer technology affect the rate of

adoption in the workplace. The results of this

study are that there are five attributes of

innovation consisting of relative superiority,

compatibility, complexity, reliability, and

observability. This study was analyzed using

linear regression analysis, which resulted in 5

attributes of innovation, increasing to 87% of

the number of adoption innovations. Around

1200 workers know about innovation adoption

in 56 medium-sized private and public

organizations in Saudi Arabia.

b. Research on the effect of perception of

innovation attributes on the adoption of an

android-based smartphone has been conducted

by Rahab (2009), with the title of the

relationship between the characteristics of

technology with the possibility of small

businesses to adopt IT in Yogyakarta. The

results show that relative superiority,

complexity, and perceived cost have a

significant influence on the likelihood of small

businesses to adopt IT. In other words, it does

not affect the likelihood of small businesses

adopting IT. This research contributes to

finding out IT adoption caused by the relative

advantage in IT, the level of IT complexity, and

the perceived cost of IT investment.

2.5 Hypothesis

H1: Relative advantage (RA) influences the adoption

of batik coloring innovations using natural

dyes.

H2: Compatibility influences the adoption of batik

coloring innovations using natural dyes.

H3: Complexity influences the adoption of batik

coloring innovations by using natural dyes.

H4: Trialability influences the adoption of batik

coloring innovations using natural dyes.

H5: Observability affects the adoption of batik

coloring innovations using natural dyes.

3 FRAMEWORK CONCEPTUAL

This study examines several factors that influence the

adoption of natural coloring innovations in batik

artisans in Imogiri, Bantul, Yogyakarta. Batik artisans

who use the adoption of natural coloring innovations

on batik are influenced by five characteristics of

innovation, which include relative excellence,

suitability, complexity, trial, and visibility. The

theoretical model proposed in this study is as follows:

4 RESEARCH METHOD

This study uses a survey method. This research was

conducted using a data instrument in the form of a

questionnaire consisting of several structured

questions. This research was conducted in Imogiri,

Bantul, Yogyakarta. This research is directed to test

the hypothesis that explains the relative superiority,

Compatibility

Complexity

Trialability

Observability

Adoption of Batik

Natural dyes

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

668

suitability, complexity, trialability, visibility, partial

effect on the adoption of natural coloring innovations.

4.1 Population and Sample

A population is a whole group of elements, where the

element is the smallest unit that is the source of the

required data (Kuncoro, 2009). The population in this

study were all Batik Craftsmen in Giriloyo Village,

Imogiri, Bantul, Yogyakarta. The sample is

considered representative of the population whose

results represent the overall symptoms observed

(Sekaran, 2006). The sample in this study was a

portion of Batik Craftsmen in Giriloyo Village,

Imogiri, Bantul, Yogyakarta. The technique used in

sampling is purposive sampling. The purposive

sampling method is sampling from the population-

based on specific criteria. Respondents in this study

numbered 130, namely, all batik artisans in Giriloyo

Village, Imogiri, Bantul, Yogyakarta. After

researching with the questionnaire method, which

fulfilled the criteria and the results of the

questionnaire that could be processed amounted to

62, the remaining 68 respondents who did not meet

the criteria or had not adopted innovation.

4.2 Measurement of Research

Variables Measurement

The scale is an agreement that is used as a reference

to determine the length of the interval that is in the

measurement so that the measuring instrument when

used in measurement will produce quantitative data

(Sugiyono, 2004). Measurement of the variables of

relative superiority, suitability, complexity,

experimentation, visibility, and adoption of natural

coloring innovations using a Likert scale with 5

answer choices, namely Highly Agree (SS) has a

score of 5, Agree (S) has a score of 4, Neutral (N) has

a score 3, Disagree (TS) has a score of 2, Strongly

Disagree (STS) has a score of 1.

4.3 Data Analysis Techniques and

Hypothesis Testing

Quantitative Analysis in this study is used to test the

effect of relative superiority, suitability, complexity,

trials, visibility to the adoption of innovation staining

natural on batik. Quantitative data analysis techniques

in this study used multiple regression analysis.

Hypothesis testing using the regression coefficient

test using the t-test. T-test was conducted to

determine the effect of variables including relative

superiority, suitability, complexity, experimentation,

partial visibility to the adoption of innovations in

Batik Craftsmen in Giriloyo Village, Imogiri, Bantul,

Yogyakarta. Based on the results of multiple

regression analysis testing the hypothesis as follows:

a) If the probability of the error rate t arithmetic ≤

0.05, then there is a positive influence on the

variables of relative advantage, suitability,

complexity, trials, visibility to the adoption of

innovations.

b) If the probability of error rate t arithmetic> 0.05,

then there is no positive effect on the variable

relative advantage, superiority of suitability,

the superiority of complexity, the excellence of

experimentation, the superiority of visibility

towards the adoption of innovation.

5 RESULTS

5.1 Validity Test

According to Imam Ghozali (2001), the construct

validity test takes precedence in the development and

evaluation of a concept and theory. A validity test is

used to test the accuracy and accuracy of the

measuring instrument, whether obtaining information

as expected. The questionnaire is said to be valid if

the questions on the questionnaire can reveal

something that is measured by the questionnaire.

Each indicator is declared valid if the test is

performed using the Pearson product-moment

correlation technique between the scores of each data

indicator compared with the total score. In the validity

test, validity can be checked through a significant

value. That is, if the significance level is below 5% (≤

0.05), then the questionnaire is considered valid. The

results of testing the validity can be seen, Relative

Advantage (relative advantage) shows that all items

have a significance level of under 5% (≤ 0.05), which

means valid. The correlation coefficient obtained

ranged from 0.813 to 0.849. Suitability

(compatibility) shows that all items have a

significance level of under 5% (≤ 0.05), which means

valid. The correlation coefficient obtained ranged

from 0.884 - 0.929. Complexity (complexity) shows

that all items have a significance level of under 5% (≤

0.05), which means valid. The correlation coefficient

obtained ranged from 0.747 - 0.830.

Trialability (trialability) shows that all items have

a significance level of under 5% (≤ 0.05), which

means valid. The correlation coefficient obtained

ranged from 0.727 to 0.883. Visibility (observability)

shows that all items have a significance level of under

5% (≤ 0.05), which means valid. The correlation

coefficient obtained ranged from 0.764 to 0.834.

Adoption of Innovation shows that all items have a

significance level of under 5% (≤ 0.05), which means

Innovation Adoption of Natural Color

669

valid. The correlation coefficient obtained ranged

from 0.462 to 0.703.

5.2 Reliability

Test Reliability is an index that shows the level of

confidence in measuring instruments. If a measuring

device is used twice to measure the same symptoms

and the measurement results obtained are relatively

consistent, then the tool is reliable (Situmorang,

2008). Testing is done by SPSS 16.0 for Windows.

The items that have been declared valid in the validity

test will be determined by their reliability, with the

following criteria:

a. If the value Cronbach Alpha> 0.60 (Ghozali,

2005), then the question is declared reliable.

b. If the value Cronbach Alpha<0.60 (Ghozali,

2005), then the question is declared unreliable.

The reliability test results show that the reliability

coefficient value of Cronbach's Alpha each variable

is more significant than 0.60, which means reliable.

The coefficient values Cronbach's Alpha obtained

ranged from 0.646 to 0.881.

5.3 Results of Multiple Regression

Analysis of the results of multiple regression analysis

on the effect of relative advantage (relative

advantage), compliance (compatibility), complexity

(complexity), (trialability), and visibility

(observability) the adoption of innovation.

5.4 Hypothesis Test Results

5.4.1 Regression Coefficient Test (t-Test)

1. Effect of relative advantage (X1) towards

the adoption of innovation. From the calculation

results obtained by the relative advantage regression

coefficient (relative advantage) of 0.337 (positive).

Test the significance of this coefficient error

probability (p) = 0.002 <0.05. So it can be concluded

that relative advantage has a positive effect on the

adoption of innovation. Thus, hypothesis 1, which

states that relative superiority influences the adoption

of coloring innovation in batik using natural dyes, is

accepted.

2. Effect of compatibility (X2) towards the

adoption of innovation. From the calculation results

obtained compatibility coefficient (compatibility) of

0.212 (positive). Test the significance of this

coefficient error probability (p) = 0.009 <0.05. So it

can be concluded that compatibility has a positive

effect on the adoption of innovation. Thus, hypothesis

2, which states that compatibility has an influence on

the adoption of innovation in batik coloring using

natural dyes, is accepted.

3. Influence of complexity (X3) towards the

adoption of innovation. The calculation results

obtained the complexity regression coefficient

(complexity) of -0.157 (negative). Test the

significance of this coefficient error probability (p) =

0.029 <0.05. So it can be concluded that complexity

hurts the adoption of innovation. Deangan thus,

hypothesis 3 which states complexity (complexity),

affects the adoption of innovation in batik coloring

using natural dyes, accepted.

4. Influence (trialability) (X4) towards the

adoption of innovation. From the calculation of

regression coefficient (trialability) of 0.182

(positive). Test the significance of this coefficient

error probability (p) = 0.031 <0.05. So we can

conclude that (trialability) a positive effect on the

adoption of innovation. Thus deangan hypothesis 4,

which states (trialability) effect on innovation

adoption batik dyeing using natural dyes, accepted.

5. Influence of observability (X5) towards the

adoption of innovation. From the calculation results

obtained regression coefficient

observability(observability) of 0.693 (positive). Test

the significance of this coefficient error probability

(p) = 0,000 <0.05. So it can be concluded that

observability has a positive effect on the adoption of

innovation. Thus, hypothesis 5, which states that

observability influences the adoption of innovation in

batik coloring using natural dyes, is accepted.

Mode

Unstandardized

Coefficients

Standa

rdized

Coeffi

cients

t Sig.

Std.

Error

Beta

(Cons

tant)

0.89

2.239

0.003

.00

RA. .337 .102 .312 3.309

.00

X1 .212 .078 .263 2.709

.00

X2 -.157 .070 -.212

2.242

.02

X3 .182 .082 .211 2.216

.03

X4 .693 .145 .460 4.773

.00

Dependent Variable : Internet Banking Adoption

R2: 0.517

F-count: 12

Sig. F : 0.000

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6 DISCUSSIONS

The results of the study using regression analysis

showed that relative advantages influence the

adoption of batik coloring innovations using natural

dyes. This means that if relative advantages increase,

the adoption of innovations will also increase and

vice versa. The results of this study imply that relative

advantage the high will have a positive impact on the

adoption of batik coloring innovations using natural

dyes in the batik craftsmen of Imogiri, Bantul,

Yogyakarta. By increasing the relative advantage to

artisans, it tends to increase the adoption of batik

coloring innovations by using natural dyes in the

batik craftsmen of Imogiri, Bantul, Yogyakarta.

The results showed that suitability (compatibility)

influences the adoption of batik coloring innovations

using natural dyes in the batik artisans of Giriloyo

Village, Imogiri, Bantul, Yogyakarta. This means that

if compatibility increases, the adoption of innovations

will also increase and vice versa. The results of this

study imply that compatibility high will have a

positive impact on the adoption of batik coloring

innovations using natural dyes in the batik craftsmen

of Giriloyo Village, Imogiri, Bantul, Yogyakarta,

with an increase incompatibility that is suitable/good,

it tends to be more likely increase the adoption of

batik coloring innovations by using natural dyes in

the batik artisans of Giriloyo Village, Imogiri, Bantul,

Yogyakarta.

The results of the study using regression analysis

showed that complexity influences the adoption of

batik coloring innovations using natural dyes in the

batik craftsmen of Giriloyo Village, Imogiri, Bantul,

Yogyakarta. This means that if complexity decreases,

the adoption of batik coloring innovations using

natural dyes in the Giriloyo, Imogiri, Bantul,

Yogyakarta villages will decrease and vice versa. The

implication of the results of this study is that

complexity the high will harm the adoption of batik

coloring innovations using natural dyes in the batik

craftsmen of Giriloyo Village, Imogiri, Bantul,

Yogyakarta, with the smaller complexity it tends to

increase the adoption of innovation batik coloring

using natural dyes at batik craftsmen in Giriloyo

village, Imogiri, Bantul, Yogyakarta.

The results showed that (trialability) have an

influence on the innovation adoption batik dyeing

using natural dyes in batik craftsmen Giriloyo village,

Imogiri, Bantul, Yogyakarta. This means that if

(trialability) increases, the adoption of innovation

batik dyeing using natural dyes in batik craftsmen

Giriloyo village, Imogiri, Bantul, Yogyakarta will

increase as well and vice versa. The results of this

study imply that high trialability will have a positive

impact on batik coloring using natural dyes in batik

craftsmen in Giriloyo Village, Imogiri, Bantul,

Yogyakarta, with high trialability, it tends to increase

the adoption of batik coloring innovations. By using

natural dyes in the batik artisans of Imogiri, Bantul,

Yogyakarta.

The results showed that observability influenced

the adoption of batik coloring innovations using

natural dyes in batik craftsmen in Giriloyo Village,

Imogiri, Bantul, Yogyakarta. This means that if

observability increases, the adoption of innovations

will also increase and vice versa. The results of this

study imply that observability high will have a

positive impact on batik coloring by using natural

dyes in batik craftsmen in Giriloyo Village, Imogiri,

Bantul, Yogyakarta, with observability suitable, it

tends to increase the adoption of innovation batik

coloring using natural dyes at batik craftsmen in

Giriloyo village, Imogiri, Bantul, Yogyakarta.

7 CONCLUSIONS

The results of this study indicate that there is a

positive influence between relative advantages on the

adoption of natural colouring innovations. The

positive effect of conformity on the adoption of

natural colouring innovations. The negative effect of

complexity on the adoption of natural colouring

innovations. The positive influence of trials on the

adoption of natural colouring innovations. The

positive effect of visibility on the adoption of natural

colouring innovations.

8 SUGGESTIONS

REF for further researchers, it is recommended to add

other variables, such as perceived costs, profits,

employee performance (craftsmen), perceived

convenience, and benefits that can strengthen the

results of further research on the adoption of

innovation. Business center/ regions can make a

routine agenda for the training of science in batik in

order to process (trialability) can repeatedly occur in

order to craftsmen easier and know how to use natural

dyes from mixing process colours/manufacture of

natural colors for batik with the understanding that

later craftsmen can do it themselves.

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