ABSTRAK
Penelitian ini bertujuan untuk menginvestigasi kesediaan masyarakat Desa Karang Tengah dalam menerima adopsi energi alternatif biogas sebagai bahan bakar dalam proses pembuatan tempe. Pada penelitian ini niat adopsi dipengaruhi oleh variabel persepsi nilai, persepsi risiko, kesiapan adopsi internal, serta tekanan pasar eksternal. Populasi yang menjadi subjek dalam penelitian ini adalah masyarakat di Sentra Industri Tempe Desa Karang Tengah, Prandon, Kab. Ngawi. Pengambilan sampel menggunakan metode purposive sampling dengan sampel masyarakat di Sentra Industri Tempe Desa Karang Tengah Prandon, Kab. Ngawi yang memiliki usaha pembuatan tempe dan berniat melakukan adopsi energi alternatif biogas. Analisis data ini mengunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan persepsi nilai dan persepsi risiko berpengaruh pada niat adopsi. Persepsi risiko berpengararuh negatif pada persepsi nilai. Tekanan pasar eksternal tidak berpengaruh pada persepsi nilai, namun berpengaruh negatif signifikan pada persepsi risiko. Tekanan pasar eksternal tidak memoderasi antara persepsi nilai dan risiko pada niat adopsi. Kekuatan adopsi internal berpengaruh pada persepsi nilai dan risiko. Kata kunci: niat adopsi, biogas, persepsi nilai, persepsi risiko, tekanan pasar eksternal, kesiapan adopsi internal.
ABSTRACT
The aim of this research was to investigate the willingness of the society in Karang Tengah Village in accepting the alternatively biogas energy adoption as fuel in the process of producing tempe. In this research, the intention of the adoption was affected by perceived value, perceived risk, internal adoption readiness, and external market pressure. The population that became the subject of this research was the community of Industrial Center Tempe in Karang Tengah Village, Prandon, Ngawi. The sampling used purposive sampling method with the sample of the community of Industrial Center Tempe in Karang Tengah Village, Prandon, Ngawi that have the business of producing tempe and have intention to adopt alternatively biogas energy. The data analysis used Structural Equation Model (SEM).
The results of the research showed that perceived value and perceived risk have effect to the intention of adoption. Perceived risk has negative effect to the perceived value. The external market pressure does not have effect to the perceived value; however it has negative significant effect to the perceived risk. The external market pressure does not moderate the relationship between perceived value and perceived risk to the intention of adoption. The power of internal adoption readiness has effect to the perceived value and the risk.
Keywords: the intention of adoption, biogas, perceived value, perceived risk, external market pressure, the internal adoption readiness.