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

Budhi Haryanto () and Awang Febrianto ()

Jurnal Siasat Bisnis, 2013, vol. 17, issue 2, 157-169

Abstract: AbstractThis 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 depen¬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.AbstrakPenelitian 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.

Date: 2013
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