Communication of Innovation in Adapting New Habits: A Descriptive Study on Business Actors in Riau Province
Abstract
The prevention of Covid-19 transmission through health protocols called an adaptation of new habits Business actors are one of the groups that are required to implement health protocols. This study aims to determine the communication of innovation and the level of adaptation to new habits among business actors with a descriptive study in Riau Province. This study uses a quantitative approach with a survey method of 220 business actors. This study instrument was built using the theory and concept of communication of innovation. This study found that the highest source of information in communication of innovation was social media, followed by mass media, and interpersonal communication from the government. Most of the respondents stated that health protocol information is an important message so they agree to comply. The adoption rate for health protocol indicators such as providing information to comply with health protocols for workers and customers is high. Likewise, the provision of health protocol facilities such as hand washing facilities, hand sanitizers, and information on maintaining distance. Respondents also confirmed that they would adhere to health protocols until the pandemic was over because in addition to protecting individuals it was also for the sustainability of their businesses.
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