Before purchasing color tv sets, consumers make great efforts to obtain further information which add up to the information they already have. The purchases of color tv sets are affected by two sources of the utilitarian influence (1) conformity to family's expectations, and (2) fazily's influence In tern of the psycographical factor based on categories according to (a) low interaction respondents, (b) moderate-interaction respondents, and (c) highinteraction respondents, the finding are as follows (1) conformity to friends' expectations has the same power, (2) conformity to family's expectations has the same power, (3) friend's influence has the same power, and (4) family's influence has the same power. 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) an indication of economic status has the sage power, (2) an indication of occupation/activity has the sage power, (3) concern with keeping with current information has the sage power, (4) desire to attract attention has the same powerand, (5) suitability in term of taste has the same power. The purchases of color tv sets are affected by several sources of the valueexpressive influence, the most powerful of which are (1) an indication of economic status, (2) concern with keeping up with current information, and (3) suitability in term of taste. 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) description by experts have the sage power (2) information from mechanic/repairers/sellers has the same power, (3) information from friends has the same power, (4) testing results by authorized by institutions have the same power, and (5) observation of others has the same power 3. 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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