![]() ![]() The purchases of color tv sets are affected by five sources of the informational influence (1) description by experts, (2) information from mechanic/ repairers/sellers, (3) information from friends, (4) testing results by authorized by institutions, and (5) observation of others. ![]() In term of the psycographical factor based on categories according to (a) low-interaction respondents, (b) moderate-interaction respondents, and (c) high-interaction respondents, the finding are as follows (1) the informational influence has the same power, (2) the valueexpressive influence has the same power, and (3) utility influence has the same power 2. The value-expressive influence is as powerful as the utilitarian influence. The purchases of color tv sets are affected by the three types of influence, i.e., infomational influence, value-expressive influence, and utilitarian influence The most powerful of which is the informational influence. Results of the analysis have shown the following findings. ![]() The collected data were analyzed by means of one-way anova and two-way anova. Before the research proper was carried out, the validity and reliability of the questionires were tested on respondents consisting of 33 administrative staff members of Muhammadiyah University, Yogyakarta Construct validity was used to test validity, and Hoyt's technique was used to test reliability. A sample of 151 people representing buyers of motor-cycles and color tv sets in Kotamadya Yogyakarta was taken for analysis The sampling procedures adopted were (1) multistage random sampling (area probability sampling), (2) purposive sampling, and (3) incidental sampling Data collection was made through closed quetionnaires, and the variable were measured by means of Likert's interval scale modified for this research into four scales (1) very unfavorable, (2) unfavorable, (3) favorable and, (4) very favorable. ![]() There are four source of the utilitarian influence that affect consumers on purchasing color tv sets (1) conformity to friends' expectations, (2) conformity to family's expectations, (3) friend's influence, and (4) family's influence. There are five source of the value-expressive influence that affect consumers on purchasing color tv sets (1) an indication of economic status, (2) an indication of occupation/activity, (3) concern with keeping with current information, (4) desire to attract attention and, (5) suitability in term of taste. ![]()
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