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West Bandung Regency (Kabupaten Bandung Barat) experiences inequality in access to electricity due to difficulties of distribution process. One possible solution to overcome this problem is by utilizing solar energy, as the most available and potential resources to produce electricity in the area. However, it is necessary to understand public readiness and barriers to adopt the technology in the first place. Therefore, this study is crucial to be conducted with the intention of identifying the factors that influence the SHS adoption among rural community. This study uses the modified TAM consists of perceived usefulness, perceived ease of use, social factor, and resource factor. The method of data collection is through distributing questionnaires to 185 respondents in KBB rural area. Further, Partial Least Square Modeling is used as the analysis method to test the hypothesis. The result reveals that social factor is the most important determinant for SHS adoption. From theoretical perspective, this study extends our understanding of customer adoption of SHS in rural area. Further, from managerial application, this study suggests a social marketing strategy that can be performed by the solar panel entrepreneurs and government to encourage the rural community to adopt SHS by expanding their existing knowledge.