Hubungan Pendedahan Media Massa, Komunikasi Interpersonal dan Sikap dengan Perilaku Penjimatan Tenaga Elektrik di Kota Depok Indonesia

The research examines the impact of media exposure coverage of an electricity save issue, effects of interpersonal communication and also household's attitudes on household behaviour to the electricity use economically. This research has three main objectives: (1). to examine the relationship between media exposure, interpersonal communication and household behaviour to save electricity; (2). to examine the relationship between media exposure and interpersonal communication and (3). the moderating effects of attitude on household behaviour to save electricity on two relationships: media exposure and household behaviour to save electricity, interpersonal communication and household behaviour to save electricity were examined. This research reflecting diverse theoretical perspectives and triangulation methodological both quantitative and qualitative approach. Triangulation methodological was administered of two parts design: survey and focus group discussion. Data was analyzed from 884 the electricity users among household in the Depok Municipality, Indonesia who fill in the questionnaire and within 12 people divide by 3 focus group discussion. The AMOS Program was used to perform Principal Component Analysis and Krueger and Tesch model for the continuum and decontextual and recontextual indicated on focus group discussions. Different patterns emerged for participation in a focus group discussion, with interpersonal communication having the strongest impact of the behaviour variable. The results confirmed that there was no relationship between the mass media exposure and household behaviour to save electricity. There is a positive relationship between the household's interpersonal communication and household behaviour to save electricity. Significant relationship between the mass media exposure and household's interpersonal communication toward household behaviour to save electricity. The result indicate interpersonal communication affect its ability to persuade the individual to support the change behavioral household align to save electricity. And also pointed that interpersonal communication and mass media effects do not stop at people's attitudes, but are extended to their behaviour to save electricity. There is a positive relationship between the media exposures and the household interpersonal communication toward household’s align to save electricity. The pointed out that there is no relationship between the mass media exposure and attitude of households to save electricity. Found that interpersonal communication between households have a direct positive relationship with the attitude of households to save electricity. The finding also showed that attitudes households to save electricity a significant relationship with household behavior to save electricity. Thus the attitude of households to save electricity does not guarantee a moderate effect between the mass media exposure and the interpersonal communication toward behavior of households to save electricity.