SON, WELL (2018) MODEL MENUMBUH KEMBANGKAN INTENTION TO USE MASYARAKAT PERKOTAAN AKAN TEKNOLOGI PEMBANGKIT LISTRIK TENAGA SURYA (PLTS). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to explore the factors driving urban communities to use photovoltaic solar power technology in DKI Jakarta. Based on the data obtained, the utilization of photovoltaic solar power technology in Indonesia is still very low. Urban society is chosen because it becomes the biggest energy consumer. The low utilization of photovoltaic solar power generation technology in urban areas may be caused by many factors, from pre-survey results obtained some dominant factors. The literature on the concept of urban community intention to use photovoltaic solar power technology is generally limited. So this study adds a literature in the field of photovoltaic solar power technology by explaining conceptually the linkages between marketing communications, awareness, and price perceptions to encourage urban residents to use photovoltaic solar power technology. The test results showed R-Square of 0,558, it can be concluded that Awareness, Price Perception and Marketing Communication partially and simultaneously have a significant influence on the Intention to use of Photovoltaic Solar Power Technology. Keywords - urban communities, intention to use, pv solar power technology, photovoltaic. Tujuan dari penelitian ini adalah untuk menghasilkan sebuah model menumbuh kembangkan Intention to Use masyarakat perkotaan akan Teknologi Pembangkit Listrik Tenaga Surya (Photovoltaic Solar Power Technology). Berdasarkan data yang didapat, pemanfaatan Teknologi PLTS di Indonesia masih sangat rendah. Populasi masyarakat perkotaan khusus nya di DKI Jakarta dipilih karena mereka adalah konsumen energi terbesar. Purposive Sampling dilakukan dengan memilih responden yang merupakan pengambil keputusan dalam keluarga atau organisasi. Metode analisis yang digunakan dalam penelitian ini adalah Variance Based Structural Equation Modeling - Partial Least Square. Dari hasil pengujian didapat nilai R-Square sebesar 0.558, dapat disimpulkan bahwa Kesadaran (Awareness), Persepsi Harga (Price Perception) dan Komunikasi Pemasaran (Marketing Communication) secara parsial dan simultan memiliki pengaruh yang signifikan terhadap Minat menggunakan (Intention to Use) akan Teknologi PLTS. Kata kunci: Masyarakat perkotaan, niat untuk menggunakan, pembangkit listrik, tenaga surya, fotovoltaik
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