Determinan Yang Mempengaruh Conversion Intention Dengan Conversion Cost Sebagai Moderasi (Studi Konversi LPG ke Energi Listrik Konsumen Listrik Sistem Jawa Bali)

Mas’adah, Hilda Hilmiyati and Prof. Achmad Sudiro, S.E., M.E., CPHR and Prof. Dr. Fatchur Rochman, S.E., M.Si, CSM, CMA and Dr. Agung Yuniarinto, MS., CMA (2024) Determinan Yang Mempengaruh Conversion Intention Dengan Conversion Cost Sebagai Moderasi (Studi Konversi LPG ke Energi Listrik Konsumen Listrik Sistem Jawa Bali). Doktor thesis, Universitas Brawijaya.

Abstract

Penyediaan energi listrik menjadi program pemerintah dalam meningkatkan ketahanan energi di Indonesia. Tingginya permintaan tambah daya konsumen listrik pada Sistem Jawa Bali tidak menurunkan konsumsi gas LPG rumah tangga. Penelitian ini bertujuan untuk mengembangkan model Conversion intention yang mengintegrasikan Teori Technology Acceptance Model dan Value-based Adoption Model (VAM), melibatkan variabel Perceived convenience berorientasi waktu berdasarkan pengkategorian konten iklan media cetak. Konsep Consumption Value Theory dimasukkan dalam kerangka VAM yang membentuk Perceived alternative value dalam mendorong Conversion intention. Penelitian ini menguji secara empirik pengaruh Perceived usefulness, Perceived ease of use dan Perceived convenience terhadap Conversion intention yang dimediasi oleh Perceived alternative value dan dimoderasi oleh Conversion cost. Sampel penelitian ini adalah konsumen rumah tangga yang menggunakan gas Elpiji untuk memasak sehari-hari dan pengguna listrik pada area pelayanan Jakarta Raya (Jabodetabek) dengan daya tersambung minimal 1300 VA, yang diambil secara purposive sampling. Data yang memenuhi kriteria sebanyak 194 berasal dari pengumpulan data kuesioner cross sectional survey secara online dan hardcopy. Metode pengolahan data yang digunakan adalah Partial Least Square - Structural Equation Model. Hasil penelitian ini menunjukkan bahwa Perceived alternative value, Perceived usefulness dan Perceived convenience berpengaruh signifikan terhadap Conversion intention namun peran Perceived ease of use tidak signifikan terhadap Conversion intention. Perceived alternative value secara signifikan dipengaruhi oleh Perceived usefulness. Perceived alternative value berperan sebagai mediator parsial komplementer Perceived usefulness dalam berkorelasi secara tidak langsung dengan Conversion intention. Efek moderasi Conversion cost tidak signifikan mempengaruhi korelasi Perceived alternative value dan Conversion intention.

English Abstract

The provision of electricity is one of the government's programs for strengthening energy resilience in Indonesia. The high demand for upgrading consumers' households’ installed power on the Java-Bali Grid System does not reduce household LPG consumption. The objective of this research is to develop a conversion intention model that integrates the technology acceptance model and the value-based adoption model and involving time�oriented perceived convenience based on the categorization of print media advertisements. The concept of consumption value theory is inserted into the VAM framework, creating the perceived alternative value that boosts conversion intention. This research empirically assesses the influence of perceived usefulness, perceived ease of use, and perceived convenience on conversion intention with the mediation of perceived alternative value moderated by conversion cost. The samples of this research were selected using purposive sampling; they are household electricity consumers in the Greater Jakarta service area, which includes Jakarta, Bogor, Depok, Tangerang, and Bekasi, who have the minimum power of 1300 VA installed in their homes and use LPG for their daily cooking needs. The data was harvested from a cross�sectional survey using both soft-file and hard-file questionnaires. Some 194 sheets meet the requirement; they were processed using partial least squares structural equation modeling. This study finds that perceived alternative value, perceived usefulness, and perceived convenience significantly affect conversion intention, while the influence of perceived ease of use on the intention is insignificant. Further, perceived alternative value is significantly influenced by perceived usefulness, while perceived alternative value is complementary and partially mediates the indirect correlation between perceived usefulness and conversion intention. Finally, the moderating effect of conversion cost does not significantly weaken the influence of perceived alternative value on conversion intention.

Item Type:	Thesis (Doktor)
Identification Number:	0624020005
Uncontrolled Keywords:	niat konversi, energi rumah tangga, nilai konsumsi, urban, VAM,TAM
Divisions:	S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Unnamed user with username nova
Date Deposited:	20 May 2024 06:34
Last Modified:	20 May 2024 06:34
URI:	http://repository.ub.ac.id/id/eprint/219125

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