Ananda Ambar Sari | BE | 2018 |
Abstract:
The growing demand and the untapped potential for solar energy make Indonesia an attractive market for a renewable energy company. Before 2017, there was no Indonesian solar energy company that really focused on residential installation. SolarKita was established to capitalize on this opportunity in Indonesia. This study investigates the attributes that the potential customers prefer in solar PV system. Moreover, this study is also to see how the attributes relate to the potential customers’ value concerning the solar PV system. Using laddering interview and means-end chain theory generates insights into the reasoning behind potential customers’ choices. In this study, the potential customers are the home-owners in Jakarta. There were 20 interviews conducted for this study and successfully generated 33 A-C-V ladders, which further processed and visualized into a hierarchical value map (HVM). From the HVM, the results showed that there are four apparent attributes from the solar PV system, which are: (1) converting sunlight into electricity, (2) highly durable, (3) supported by the overnment policy, and (4) easy monitoring. This study also sees how these four attributes linked to what consequences from the solar PV system that the potential customers expect that are driven by their own personal value. As a final outcome of the analysis, a marketing strategy suggestion for SolarKita is constructed. This study suggests SolarKita to do “Green Marketing” with a “YOU view” and more personal communication strategy.
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Contact: library@i3l.ac.id