Analysis on Factors Affecting Household Customers Decision in Using Electricity at Peak Time and its Correlation Towards Saving Electricity

The purpose of this paper is to study and analyse the factors affecting customer decisions in using electricity at peak-load hours (between 17.00 to 22.00 WIB) and their behaviors towards electricity conservation in Indonesian household. The underlying rationale is to influence a reduction in energy consumption by stimulating energy saving behaviors, thereby reducing the impact of energy use on the environment. How is the correlation between the decisions in using electricity during peak load hours with the household customer's behavior towards saving electricity? The primary data is obtained by distributing questionnaires to customers of PT. PLN Jakarta Raya and Tangerang Distribution from Household segment. The data is analysed using the Structural Equation Model (SEM) and AMOS Software. The research is finding that all factors (Personal, Social, PLN Services, Psychological, and Cultural) are positively influence customer decision in using electricity at peak load hours. There is a correlation between the decisions in using electricity during peak load hours with the household customer's behavior towards saving electricity.