Fadhila, Dita (2024) PENGARUH KESADARAN LINGKUNGAN, IKLAN RAMAH LINGKUNGAN, DAN HARGA TERHADAP MINAT MASYARAKAT MENGGUNAKAN PANEL SURYA ATAP DI KOTA PALEMBANG PADA KONSUMEN RUMAH TANGGA DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING. Masters thesis, UIN Raden Fatah Palembang.
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Abstract
ABSTRAK Fenomena penggunaan Pembangkit Listrik Tenaga Surya (PLTS) atap semakin populer sebagai solusi untuk mengatasi berbagai masalah energi. Namun, penerapannya juga menghadapi beberapa tantangan. Penggunaan energi terbarukan, seperti PLTS atap, dalam perekonomian memiliki banyak manfaat, namun juga menghadapi beberapa tantangan dan permasalahan yang dapat menjadi fokus penelitian. Penelitian ini berangkat dari permasalahan bahwa apakah Kesadaran Lingkungan, Iklan Ramah Lingkungan dan Harga berpengruh secara simultan dan parsial terhadap Minat Masyarakat menggunakan panel surya atap di Kota Palembang dengan Kepercayaan Konsumen sebagai variabel intervening pada Konsumen Rumah Tangga di Kota Palembang. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis seberapa besar pengaruh Kesadaran Lingkungan, Iklan Ramah Lingkungan dan Harga terhadap Minat Masyarakat menggunakan panel surya atap di Kota Palembang , kemudian untuk melihat apakah Kepercyaan Konsumen dapat memediasi Kesadaran Lingkungan, Iklan Ramah Lingkungan dan Harga terhadap Minat Masyarakat. Teknik analisis data menggunakan analisis kuantitatif dengan path analysis. Alat analisis menggunakan aplikasi SmartPLS 4. Populasi dalam penelitian ini adalah seluruh konsumen rumah tangga/ pelanggan PT. PLN ULP Wilayah Rayon Rivai Di Kota Palembang. Dengan jumlah sampel 128 responden Teknik pengumpulan data primer berupa penyebaran kuesioner dengan menggunakan skala likert. Hasil penelitian menunjukan bahwa : (1) Kesadaran Lingkungan tidak berpengaruh terhadap Minat Masyarakat (2) Iklan Ramah Lingkungan berpengaruh secara positif dan signifikan terhadap Minat Masyarakat (3) Harga tidak berpengaruh terhadap Minat Masyarakat (4) Kesadaran Lingkungan berpengaruh secara positif dan signifikan terhadap Kepercayaan Konsumen (5) Iklan Ramah Lingkungan berpengaruh secara positif dan signifikan terhadap Kepercayaan Konsumen (6) Harga berpengaruh secara positif dan signifikan terhadap Kepercayaan Konsumen (7) Kepercayaan Konsumen berpengaruh secara positif dan signifikan terhadap Minat Masyarakat (8) Kepercayaan Konsumen mampu memediasi Kesardaran Lingkungan terhadap Minat Masyarakat ditunjukkan perhitungan Indirect Effect (9) Kepercayaan Konsumen mampu memediasi Iklan Ramah Lingkungan terhadap Minat Masyarakat ditunjukkan perhitungan Indirect Effect (10) Kepercayaan Konsumen mampu memediasi Harga terhadap Minat Masyarakat ditunjukkan perhitungan Indirect Effect Kata Kunci : Kesadaran Lingkungan, Iklan Ramah Lingkungan, Harga, Minat Masyarakat, Kepercayaan Konsumen ABSTRACT The phenomenon of using rooftop solar power plants is increasingly popular as a solution to overcome various energy problems. However, its application also faces several challenges. The use of renewable energy, such as rooftop solar power plants, in the economy has many benefits, but also faces several challenges and problems that can be the focus of research. This study departs from the problem that whether Environmental Awareness, Environmentally Friendly Advertising and Price have a simultaneous and partial effect on Public Interest in using rooftop solar panels in Palembang City with Consumer Trust as an intervening variable on Household Consumers in Palembang City. The purpose of this study was to determine and analyze how much influence Environmental Awareness, Environmentally Friendly Advertising and Price have on Public Interest in using rooftop solar panels in Palembang City, then to see whether Consumer Trust can mediate Environmental Awareness, Environmentally Friendly Advertising and Price on Public Interest. The data analysis technique uses quantitative analysis with path analysis. The population in this study were all household consumers / customers of PT PLN ULP Rayon Rivai Region in Palembang City. With a sample size of 128 respondents, the primary data collection technique was in the form of distributing questionnaires using a Likert scale. The results showed that: (1) Environmental Awareness has no effect on Public Interest (2) Environmentally Friendly Advertising has a positive and significant effect on Public Interest (3) Price has no effect on Public Interest (4) Environmental Awareness has a positive and significant effect on Consumer Trust (5) Environmentally Friendly Advertising has a positive and significant effect on Consumer Trust (6) Price has a positive and significant effect on Consumer Trust (7) Consumer Trust has a positive and significant effect on Public Interest (8) Consumer Trust is able to mediate Environmental Awareness on Public Interest, indicated by the calculation of Indirect Effect (9) Consumer Trust is able to mediate Environmentally Friendly Advertising on Public Interest, indicated by the calculation of Indirect Effect (10) Consumer Trust is able to mediate Price on Public Interest, indicated by the calculation of Indirect Effect. Keywords: Environmental Awareness, Environmentally Friendly Advertising, Price, Public Interest, Consumer Trust
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Kesadaran Lingkungan, Iklan Ramah Lingkungan, Harga, Minat Masyarakat, Kepercayaan Konsumen |
| Subjects: | Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Divisions: | Pascasarjana > Program Magister > 74134 - Ekonomi Syariah (S2) |
| Depositing User: | ditafadhila03 2230605012 |
| Date Deposited: | 12 Aug 2025 05:00 |
| Last Modified: | 12 Aug 2025 05:00 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/48617 |
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