6 research outputs found

    LIFESTYLE AND CONSUMER PREFERENCES IN CHOOSING LOCAL OR FOREIGN BRANDS: A STUDY OF CONSUMER BEHAVIOR IN SURAKARTA ā€“ INDONESIA

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    This study discusses the relationship between lifestyle and individual preferences in choosing local or foreign brands. The sample consisted of 250 people, taken randomly through surveys in several public places in Surakarta - Indonesia, including the department stores, traditional markets, or other public areas, where many people were there and were willing to become research participants. FurĀ­thermore, the collected data is processed using factor analysis to reduce lifestyle dimensions, and logistic regression analysis is used to explain the relationship between lifestyle dimensions and preĀ­ferences in choosing a local brand or foreign brand, in this case represented by Wong Solo Grilled Chicken (WSGC) or Kentucky Fried Chicken (KFC).The test results indicate 13 dimensions of lifestyle, and only 5 dimensions are significantly related to brand preference: (1) individuals who have a fashion consciousness lifestyle tend to choose KFC rather than WSGC, (2) individuals with health consciousness lifestyles tend to choose WSGC rather than KFC, (3) individuals with leadership lifestyles tend choosing KFC rather than WSGC, (4) individuals with attentiveness lifestyle tend to choose WSGC rather than KFC, and (5) individuals with extroversion lifestyles tend to choose KFC rather than WSGC. This study also discusses the implications of studies related to the contribution of theory, practitioners, and possibilities for future studie

    HUBUNGAN ANTARA GAYA HIDUP DAN PEMILIHAN MEREK LOKAL ATAU MEREK LUAR NEGERI (SURVEI PADA AYAM BAKAR WONG SOLO VS KENTUCKY FRIED CHICKEN)

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    Abstract This study examines the influence of lifesyle on probability in buying intention toward domestic brand (Ayam Bakar Wong Solo) or foreign brand (Kentucky Fried Chicken). Convenience sampling method was employed to acquire 250 samples with the criteria of: (1) the respondents had the intention to buy Ayam Bakar Wong Solo or has intention to buy Kentucky Fried Chicken, (2) respondents had the freedom to take or to refuse to paticipate in the survey. (3) Survey was conducted in the form of direct structured intervew. These conditions were intended to get data acuracy. Logit regression was utilized to predict the influence of independent variable on depenĀ¬dent variables. The analysis indicated that consumer who had fashion conscious life style preferred to buy foreign brand (Kentucky Fried Chicken), the health conscious life style preferred on local brand (Ayam Bakar Wong Solo), leadership life style preferred on foreign brand, caring life style preferred on local brand, and extrovertion life style preferred on foreign brand. In this study, implications of the results were also discussed. Key words: life style, local brand, foreign brand, caring life style, leadership life style, extrovertion life style. Abstrak Penelitian ini bertujuan untuk menguji pengaruh gaya hidup pada kemungkinannya dalam membeli merek domestic (ayam Bakar Wong Solo) atau merek luar negeri (Kentucky Fried Chicken). Metode sampling konveniens dipilih untuk mengambil 250 responden, yang diikuti dengan kriteria (1) responden berniat membeli Ayam Bakar Wong Solo dan KFC, (2) responden mempunyai kebebasan untuk menerima atau menolak sebagai responden, (3) survei dilakukan melalui wawancara langsung secara terstruktur. Hal ini dilakukan untuk mendapatkan keakurasian data penelitian. Regresi Logistik dilakukan untuk memprediksi hubungan antar dua variabel seperti yang dihipotresiskan. Hasilnya mengindikasi bahwa konsumen yang mempunyai gaya hidup pemerhati mode cenderung membeli merek asing (KFC), sedangkan yang sadar kesehatan cenderung memilih merek lokal (Ayam Bakar Wong Solo), selanjutnya konsumen yang bergaya hidup kepemimpinan cenderung memilih merek lokal (Ayam Bakar Wong Solo), dan konsumen yang mementingkan hal-hal lahiriyah cenderung memilih merek asing (KFC). Dalam penelitian ini juga membahas implikasi dari hasil-hasil penelitian. Kata kunci: gaya hidup, merek lokal, merek asing, gaya hidup pemerhati, gaya hidup sadar kesehatan, gaya hidup kepemimpinan, gaya hidup yang mementingkan hal-hal lahiriyah

    HUBUNGAN ANTARA GAYA HIDUP DAN PEMILIHAN MEREK LOKAL ATAU MEREK LUAR NEGERI (SURVEI PADA AYAM BAKAR WONG SOLO VS KENTUCKY FRIED CHICKEN)

    Get PDF
    Abstract This study examines the influence of lifesyle on probability in buying intention toward domestic brand (Ayam Bakar Wong Solo) or foreign brand (Kentucky Fried Chicken). Convenience sampling method was employed to acquire 250 samples with the criteria of: (1) the respondents had the intention to buy Ayam Bakar Wong Solo or has intention to buy Kentucky Fried Chicken, (2) respondents had the freedom to take or to refuse to paticipate in the survey. (3) Survey was conducted in the form of direct structured intervew. These conditions were intended to get data acuracy. Logit regression was utilized to predict the influence of independent variable on depenĀ¬dent variables. The analysis indicated that consumer who had fashion conscious life style preferred to buy foreign brand (Kentucky Fried Chicken), the health conscious life style preferred on local brand (Ayam Bakar Wong Solo), leadership life style preferred on foreign brand, caring life style preferred on local brand, and extrovertion life style preferred on foreign brand. In this study, implications of the results were also discussed. Key words: life style, local brand, foreign brand, caring life style, leadership life style, extrovertion life style. Abstrak Penelitian ini bertujuan untuk menguji pengaruh gaya hidup pada kemungkinannya dalam membeli merek domestic (ayam Bakar Wong Solo) atau merek luar negeri (Kentucky Fried Chicken). Metode sampling konveniens dipilih untuk mengambil 250 responden, yang diikuti dengan kriteria (1) responden berniat membeli Ayam Bakar Wong Solo dan KFC, (2) responden mempunyai kebebasan untuk menerima atau menolak sebagai responden, (3) survei dilakukan melalui wawancara langsung secara terstruktur. Hal ini dilakukan untuk mendapatkan keakurasian data penelitian. Regresi Logistik dilakukan untuk memprediksi hubungan antar dua variabel seperti yang dihipotresiskan. Hasilnya mengindikasi bahwa konsumen yang mempunyai gaya hidup pemerhati mode cenderung membeli merek asing (KFC), sedangkan yang sadar kesehatan cenderung memilih merek lokal (Ayam Bakar Wong Solo), selanjutnya konsumen yang bergaya hidup kepemimpinan cenderung memilih merek lokal (Ayam Bakar Wong Solo), dan konsumen yang mementingkan hal-hal lahiriyah cenderung memilih merek asing (KFC). Dalam penelitian ini juga membahas implikasi dari hasil-hasil penelitian. Kata kunci: gaya hidup, merek lokal, merek asing, gaya hidup pemerhati, gaya hidup sadar kesehatan, gaya hidup kepemimpinan, gaya hidup yang mementingkan hal-hal lahiriyah

    LIFESTYLE AND CONSUMER PREFERENCES IN CHOOSING LOCAL OR FOREIGN BRANDS: A STUDY OF CONSUMER BEHAVIOR IN SURAKARTA ā€“ INDONESIA

    Get PDF
    This study discusses the relationship between lifestyle and individual preferences in choosing local or foreign brands. The sample consisted of 250 people, taken randomly through surveys in several public places in Surakarta - Indonesia, including the department stores, traditional markets, or other public areas, where many people were there and were willing to become research participants. FurĀ­thermore, the collected data is processed using factor analysis to reduce lifestyle dimensions, and logistic regression analysis is used to explain the relationship between lifestyle dimensions and preĀ­ferences in choosing a local brand or foreign brand, in this case represented by Wong Solo Grilled Chicken (WSGC) or Kentucky Fried Chicken (KFC).The test results indicate 13 dimensions of lifestyle, and only 5 dimensions are significantly related to brand preference: (1) individuals who have a fashion consciousness lifestyle tend to choose KFC rather than WSGC, (2) individuals with health consciousness lifestyles tend to choose WSGC rather than KFC, (3) individuals with leadership lifestyles tend choosing KFC rather than WSGC, (4) individuals with attentiveness lifestyle tend to choose WSGC rather than KFC, and (5) individuals with extroversion lifestyles tend to choose KFC rather than WSGC. This study also discusses the implications of studies related to the contribution of theory, practitioners, and possibilities for future studie
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