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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal Studi Manajemen dan Bisnis Shirkah: Journal of Economics and Business Management Studies and Entrepreneurship Journal (MSEJ) Ekomaks : Jurnal Ilmu Ekonomi, Manajemen, dan Akuntansi Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Daengku: Journal of Humanities and Social Sciences Innovation Jurnal Manajemen dan Kewirausahaan Journal MISSY (Management and Business Strategy) Indonesia Auditing Research Journal Ziswaf Asfa Journal International Journal of Economics, Business and Innovation Research Asian Journal of Management, Entrepreneurship and Social Science Jurnal Ekonomi, Manajemen, Akuntansi
Edi Cahyono
Institut Agama Islam Negeri Salatiga
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Manajemen dan Kewirausahaan

 1 
LIFESTYLE AND CONSUMER PREFERENCES IN CHOOSING LOCAL OR FOREIGN BRANDS: A STUDY OF CONSUMER BEHAVIOR IN SURAKARTA – INDONESIA Budhi Haryanto; Awang Febrianto; Edi Cahyono
Jurnal Manajemen dan Kewirausahaan Vol. 21 No. 1 (2019): MARCH 2019
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (480.942 KB) | DOI: 10.9744/jmk.21.1.74-88

Abstract

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. Fur­thermore, 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 pre­ferences 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 studies
Co-Authors Afina, Khoirun Nissa Anggraeni, Salma Anggraini, Nadea Silvi Atika Dela Damayanti Awang Febrianto Besse Khusnul Khatimah Budhi Haryanto Budhi Haryanto Cahya Fadya Estephania Tjuaca Fenitra, Rakotoarisoa Maminirina Fitriyani, Arum Teguh Innaya Qhairunisa Jose Andreas Leonardo Purba Khoirun Nissa Afina M. Monika Apriez Nerissa Evelyn Nurma Adi Setyaningrum Purnama Yanti Purba RA. Fenitra Ramadhanti, Desta Fitri Salman Zakki Mubarok Sarapia Tambunan Shinta Arnela Sirait Sholihah, Siti Shofiyatun Teguh, Nur Muhammad Wahyu Widarjo, Wahyu Widyastuti, Oviya Yehezkiel Master Barus Zulfikar Saad Octa Panama