FAKTOR-FAKTOR YANG MEMPENGARUHI PERSEPSI MASYARAKAT JABODETABEK TERHADAP PEMBELIAN PANEL SURYA ATAP
DOI:
https://doi.org/10.25170/jm.v17i2.2014Kata Kunci:
buying decision, rooftop solar pv, indonesia, jabodetabekAbstrak
This study aims to investigate the factors that might influence the buying decision of rooftop solar PV among consumers in Indonesia. This research was conducted by collecting 223 data as samples for analysis. Data collection was carried out using Google Forms and then analyzed with SPSS software. Based on the results of the analysis, there is a positive influence from factors such as environmental consciousness, attitude, green advertising, price and social belief towards the buying decision of rooftop solar PV. This study found that social beliefs, attitudes and prices are the significant factors that explained 37.4%, 20.3% and 17.9% of the buying decision. Meanwhile, eco-label is an insignificant factor in the buying decision.
Referensi
Aggarwal, A.K., Syed, A.A., & Garg, S. (2019). Factors driving Indian consumer’s purchase intention of roof top solar. International Journal of Energy Sector Management, 13(3), 539-555.
Ahmad, S., Mat Tahar, R., Kie Cheng, J., & Yao, Liu. (2017). Public acceptance of residential solar photovoltaic technology in Malaysia. Psu Research Review, 1(3), 242-254.
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58.
Alden, D.L., Steenkamp, J.B.E.M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. Journal of Marketing, 63(1), 75.
Alwitt, L.F., & Pitts, R.E. (1996). Predicting purchase intentions for an environmentally sensitive product. Journal of Consumer Psychology, 5(1), 49-64.
Banerjee, S., Gulas, C.S., & Iyer, E. (1995). Shades of green: a multidimensional analysis of environmental advertising on JSTOR. Journal of Advertising, 24(2), 21-31.
Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the east. Journal of Cleaner Production, 87, 463-468.
Boztepe, A. (2016). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5-21.
Bursztyn, L., Ederer, F., Ferman, B., & Yuchtman, N. (2012). Understanding Peer Effects in Financial Decisions: Evidence from a Field Experiment. Retrieved from NBER website: https://www.nber.org/papers/w18241
Chawla, D., & Sondhi, N. (2011). Research Methodology: Concepts and Cases. New Delhi, India: Vikas Publishing House.
Chekima, B., Igau, S.A.W.S.K.W.O.A., & Chekima, S. (2015). Determinant factors of consumers’ green purchase intention: the moderating role of environmental advertising. Asian Social Science, 11(10), 318-329.
Churchill, G.A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
Connell, K.Y.H. (2010). Internal and external barriers to eco-conscious apparel acquisition. International Journal of Consumer Studies, 34(3), 279-286.
Diamantopoulos, A., Schlegelmilch, B.B., Sinkovics, R.R., & Bohlen, G.M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480.
Dinas Komunikasi dan Informatika Provinsi Jawa Timur. (2017, September 19). Kesadaran Konsumen Konsumsi Produk Ramah Lingkungan Meningkat [Press release]. Retrieved from http://kominfo.jatimprov.go.id/read/umum/kesadaran-konsumen-konsumsi-produk-ramah-lingkungan-meningkat
Ellen, P.S., Wiener, J.L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117.
European Commission. (2020). EU Ecolabel for Consumers. Retrieved from https://ec.europa.eu/environment/ecolabel/eu-ecolabel-for-consumers.html
Eze, U.C., & Ndubisi, N.O. (2013). Green buyer behavior: evidence from Asia consumers. Journal of Asian and African Studies, 48(4), 413-425.
Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours. Energy Policy, 39(12), 7684-7694.
Ha, I., Yoon, Y., & Choi, M. (2007). Determinants of adoption of mobile games under mobile broadband wireless access environment. Information and Management, 44(3), 276-286.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hamzaoui-Essoussi, L., & Linton, J.D. (2010). New or recycled products: how much are consumers willing to pay?. Journal of Consumer Marketing, 27(5), 458-468.
Haryadi, F. N., Salim A., Asi, A., Agus, Hakam, D.F., Indrawan, H., & Damanik, N. (2020). Skema Bisnis Rooftop PV Oleh PLN di Indonesia. Jakarta: PLN Research Institute.
Hestanto. (2020). Proses Pengambilan Keputusan Pembelian Konsumen [Web log message]. Retrieved from https://www.hestanto.web.id/proses-pembuatan-keputusan-pembelian-konsumen/
IEA-PVPS. (2013). PVPS Annual Report 2013. Retrieved from https://iea-pvps.org/wp-content/uploads/2020/01/IEA-PVPS-AR2013_web.pdf
IEC. (2020). Ekolabel? Siapa Sudah Pakai?. Retrieved from https://environment-indonesia.com/articles/ekolabel-siapa-sudah-pakai/
IPCC. (2011). Renewable Energy Sources and Climate Change Mitigation. Retrieved from https://www.ipcc.ch/report/renewable-energy-sources-and-climate-change-mitigation/
Keller, K.L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, Taylor & Francis Group, 15(2/3), 139-155.
Khare, A. (2015). Antecedents to green buying behaviour: a study on consumers in an emerging economy. Marketing Intelligence & Planning, 33(3), 309-329.
Kotler, P., & Keller, K.L. (2016). Marketing Management, Global Edition (15th ed.). Essex, UK: Pearson Education Limited.
Kumar, P. (2017). Intents of green advertisements. Asia Pacific Journal of Marketing and Logistics, 29(1), 70-79.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573-586.
Liobikienea, G., Mandravickaiteb, J., & Bernatoniene, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: a cross-cultural study. Ecological Economics, 125, 38-46.
Liu, X., Wang, C., Shishime, T., & Fujitsuka, T. (2012). Sustainable consumption: green purchasing behaviours of urban residents in China. Sustainable Development, 20(4), 293-308.
Mainieri, T., Barnett, E.G., Valdero, T.R., Unipan, J.B., & Osamp, S. (1997). Green buying: the influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.
Mathur, L.K., & Mathur, I. (2000). An analysis of the wealth effects of green marketing strategies. Journal of Business Research, 50(2), 193-200.
Mezic, N. (2018). Are Peer Effects Present in Residential Solar Installations? Evidence from Minnesota and Wisconsin (Economics Honors Thesis, Macalester College, United States). Retrieved from https://digitalcommons.macalester.edu/cgi/viewcontent.cgi?article=1086&context=economics_honors_projects
Moser, A.K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167-175.
Noll, D., Dawes, C., & Rai, V. (2014). Solar Community Organizations and active peer effects in the adoption of residential PV. Energy Policy, 67(3), 330–343.
Phau, I., & Ong, D. (2007). An investigation of the effects of environmental claims in promotional messages for clothing brands. Marketing Intelligence & Planning, 25(7), 772-788.
Pradipta, T. (2018). Ecolabel Product in Indonesia; Is It Working?. Retrieved from https://thepalmscribe.id/ecolabel-product-in-indonesia-is-it-working/
REN21. (2015). Renewables 2014 Global Status Report. Retrieved from https://www.ren21.net/wp-content/uploads/2019/05/GSR2014_Full-Report_English.pdf
Ritter, M., Borchardt, M., Vaccaro, G.L.R., & Pereira, G.M. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520.
Rosenbaum, M.S., & Wong, I.A. (2015). Green marketing programs as strategic initiatives inhospitality. Journal of Services Marketing, 29(2), 81-92.
Salkind, N.J. (2009). Exploring Research (7th ed.). Upper Saddle River, NJ: Pearson.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach (7th ed.). United Kingdom: John Wiley and Sons Ltd.
Sharma, K., & Basal. M. (2013). Environmental consciousness, its antecedents and behavioural outcomes. Journal of Indian Business Research (Emerald Group Publishing Limited), 5(3), 198-214.
Tan, C. N. L., Thurasamy, R., & Oluwaseyi, A. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2), 121-137.
Tseng, S.C., & Hung, S.W. (2013). A framework identifying the gaps between customers’ expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
Tumiwa, F. (2020). Akselerasi Pembangunan PLTS Atap Sebagai Strategi Green Economic Recovery Pasca-COVID19 di Indonesia. Retrieved from https://iesr.or.id/pustaka/policy-brief-akselerasi-pembangunan-plts-atap
Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: exploring the consumer 'attitude behavioral intention’ gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194.
Von Borgstede, C., Andersson, M., & Johnsson, F. (2013). Public attitudes to climate change and carbon mitigation – implications for energy-associated behaviours. Energy Policy, 57, 183-193.
Walton, R. (2014). How solar power spreads among neighbors 'like a contagion'. Retrieved from https://www.utilitydive.com/news/how-solar-power-spreads-among-neighbors-like-a-contagion/328602/
Waluyo MP, E. (2016, June 23). Mengenal Perkembangan Ekolabel Indonesia. Retrieved from http://www.bernas.id/amp/16985-mengenal-perkembangan-ekolabel-indonesia.html
Ahmad, S., Mat Tahar, R., Kie Cheng, J., & Yao, Liu. (2017). Public acceptance of residential solar photovoltaic technology in Malaysia. Psu Research Review, 1(3), 242-254.
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58.
Alden, D.L., Steenkamp, J.B.E.M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. Journal of Marketing, 63(1), 75.
Alwitt, L.F., & Pitts, R.E. (1996). Predicting purchase intentions for an environmentally sensitive product. Journal of Consumer Psychology, 5(1), 49-64.
Banerjee, S., Gulas, C.S., & Iyer, E. (1995). Shades of green: a multidimensional analysis of environmental advertising on JSTOR. Journal of Advertising, 24(2), 21-31.
Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the east. Journal of Cleaner Production, 87, 463-468.
Boztepe, A. (2016). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5-21.
Bursztyn, L., Ederer, F., Ferman, B., & Yuchtman, N. (2012). Understanding Peer Effects in Financial Decisions: Evidence from a Field Experiment. Retrieved from NBER website: https://www.nber.org/papers/w18241
Chawla, D., & Sondhi, N. (2011). Research Methodology: Concepts and Cases. New Delhi, India: Vikas Publishing House.
Chekima, B., Igau, S.A.W.S.K.W.O.A., & Chekima, S. (2015). Determinant factors of consumers’ green purchase intention: the moderating role of environmental advertising. Asian Social Science, 11(10), 318-329.
Churchill, G.A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
Connell, K.Y.H. (2010). Internal and external barriers to eco-conscious apparel acquisition. International Journal of Consumer Studies, 34(3), 279-286.
Diamantopoulos, A., Schlegelmilch, B.B., Sinkovics, R.R., & Bohlen, G.M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480.
Dinas Komunikasi dan Informatika Provinsi Jawa Timur. (2017, September 19). Kesadaran Konsumen Konsumsi Produk Ramah Lingkungan Meningkat [Press release]. Retrieved from http://kominfo.jatimprov.go.id/read/umum/kesadaran-konsumen-konsumsi-produk-ramah-lingkungan-meningkat
Ellen, P.S., Wiener, J.L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117.
European Commission. (2020). EU Ecolabel for Consumers. Retrieved from https://ec.europa.eu/environment/ecolabel/eu-ecolabel-for-consumers.html
Eze, U.C., & Ndubisi, N.O. (2013). Green buyer behavior: evidence from Asia consumers. Journal of Asian and African Studies, 48(4), 413-425.
Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours. Energy Policy, 39(12), 7684-7694.
Ha, I., Yoon, Y., & Choi, M. (2007). Determinants of adoption of mobile games under mobile broadband wireless access environment. Information and Management, 44(3), 276-286.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hamzaoui-Essoussi, L., & Linton, J.D. (2010). New or recycled products: how much are consumers willing to pay?. Journal of Consumer Marketing, 27(5), 458-468.
Haryadi, F. N., Salim A., Asi, A., Agus, Hakam, D.F., Indrawan, H., & Damanik, N. (2020). Skema Bisnis Rooftop PV Oleh PLN di Indonesia. Jakarta: PLN Research Institute.
Hestanto. (2020). Proses Pengambilan Keputusan Pembelian Konsumen [Web log message]. Retrieved from https://www.hestanto.web.id/proses-pembuatan-keputusan-pembelian-konsumen/
IEA-PVPS. (2013). PVPS Annual Report 2013. Retrieved from https://iea-pvps.org/wp-content/uploads/2020/01/IEA-PVPS-AR2013_web.pdf
IEC. (2020). Ekolabel? Siapa Sudah Pakai?. Retrieved from https://environment-indonesia.com/articles/ekolabel-siapa-sudah-pakai/
IPCC. (2011). Renewable Energy Sources and Climate Change Mitigation. Retrieved from https://www.ipcc.ch/report/renewable-energy-sources-and-climate-change-mitigation/
Keller, K.L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, Taylor & Francis Group, 15(2/3), 139-155.
Khare, A. (2015). Antecedents to green buying behaviour: a study on consumers in an emerging economy. Marketing Intelligence & Planning, 33(3), 309-329.
Kotler, P., & Keller, K.L. (2016). Marketing Management, Global Edition (15th ed.). Essex, UK: Pearson Education Limited.
Kumar, P. (2017). Intents of green advertisements. Asia Pacific Journal of Marketing and Logistics, 29(1), 70-79.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573-586.
Liobikienea, G., Mandravickaiteb, J., & Bernatoniene, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: a cross-cultural study. Ecological Economics, 125, 38-46.
Liu, X., Wang, C., Shishime, T., & Fujitsuka, T. (2012). Sustainable consumption: green purchasing behaviours of urban residents in China. Sustainable Development, 20(4), 293-308.
Mainieri, T., Barnett, E.G., Valdero, T.R., Unipan, J.B., & Osamp, S. (1997). Green buying: the influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.
Mathur, L.K., & Mathur, I. (2000). An analysis of the wealth effects of green marketing strategies. Journal of Business Research, 50(2), 193-200.
Mezic, N. (2018). Are Peer Effects Present in Residential Solar Installations? Evidence from Minnesota and Wisconsin (Economics Honors Thesis, Macalester College, United States). Retrieved from https://digitalcommons.macalester.edu/cgi/viewcontent.cgi?article=1086&context=economics_honors_projects
Moser, A.K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167-175.
Noll, D., Dawes, C., & Rai, V. (2014). Solar Community Organizations and active peer effects in the adoption of residential PV. Energy Policy, 67(3), 330–343.
Phau, I., & Ong, D. (2007). An investigation of the effects of environmental claims in promotional messages for clothing brands. Marketing Intelligence & Planning, 25(7), 772-788.
Pradipta, T. (2018). Ecolabel Product in Indonesia; Is It Working?. Retrieved from https://thepalmscribe.id/ecolabel-product-in-indonesia-is-it-working/
REN21. (2015). Renewables 2014 Global Status Report. Retrieved from https://www.ren21.net/wp-content/uploads/2019/05/GSR2014_Full-Report_English.pdf
Ritter, M., Borchardt, M., Vaccaro, G.L.R., & Pereira, G.M. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520.
Rosenbaum, M.S., & Wong, I.A. (2015). Green marketing programs as strategic initiatives inhospitality. Journal of Services Marketing, 29(2), 81-92.
Salkind, N.J. (2009). Exploring Research (7th ed.). Upper Saddle River, NJ: Pearson.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach (7th ed.). United Kingdom: John Wiley and Sons Ltd.
Sharma, K., & Basal. M. (2013). Environmental consciousness, its antecedents and behavioural outcomes. Journal of Indian Business Research (Emerald Group Publishing Limited), 5(3), 198-214.
Tan, C. N. L., Thurasamy, R., & Oluwaseyi, A. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2), 121-137.
Tseng, S.C., & Hung, S.W. (2013). A framework identifying the gaps between customers’ expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
Tumiwa, F. (2020). Akselerasi Pembangunan PLTS Atap Sebagai Strategi Green Economic Recovery Pasca-COVID19 di Indonesia. Retrieved from https://iesr.or.id/pustaka/policy-brief-akselerasi-pembangunan-plts-atap
Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: exploring the consumer 'attitude behavioral intention’ gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194.
Von Borgstede, C., Andersson, M., & Johnsson, F. (2013). Public attitudes to climate change and carbon mitigation – implications for energy-associated behaviours. Energy Policy, 57, 183-193.
Walton, R. (2014). How solar power spreads among neighbors 'like a contagion'. Retrieved from https://www.utilitydive.com/news/how-solar-power-spreads-among-neighbors-like-a-contagion/328602/
Waluyo MP, E. (2016, June 23). Mengenal Perkembangan Ekolabel Indonesia. Retrieved from http://www.bernas.id/amp/16985-mengenal-perkembangan-ekolabel-indonesia.html
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