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  • Supervisor: Prof. Dwi Suhartanto, Ph.D., Editor: Erlin Arvelina


Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2019

Examining The Attitude-Behavior Gap And Adoption Intention Of Solar House System (SHS) Technology: The Role Of Social Influence

Skripsi, 028 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 14:35:34
Oleh : Zefanya Alanza Christabel Loveldy - 155264032 (
Dibuat : 2019-11-29, dengan 4 file

Keyword : Behavioral Reasoning Theory, adoption intention, attitude-behavior gap, social influence, renewable energy


Deskripsi Alternatif :

Current fuel-based electricity used to fulfill household electricity needs becomes one reason that worsens the global warming. One possible solution is by empowering alternative energy, specifically solar energy. Indonesia, as a country which benefited from abundant solar radiation level, however, still has a very poor utilization of solar energy. This unused eco-friendly energy needs to be investigated by examining consumers’ intention to adopt Solar House System (SHS) technology along with factors affecting it. This study uses Behavioral Reasoning Theory (BRT) consists of values, reasons for adoption, reasons against adoption, attitude, and social influence as variables to predict adoption intention. The method of data collection is through distributing questionnaires to 428 people in Bandung Area. Further, as the analysis method, Partial Least Square Modeling is used to test the hypotheses. The result reveals that social influence is found to play the most significant role in predicting SHS adoption intention, attitude, reasons for adoption, and values. From theoretical perspective, this study extents our understanding of attitude-behavior gap in the context of green technology as well as the impact of social influence. From managerial implication, this study suggests to reinforce the customer testimonials in social media platform to assert the social influence in shaping the forming factor of intention. Keywords: Behavioral Reasoning Theory, adoption intention, attitude-behavior gap, social influence, renewable energy.

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