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 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.
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机译：这项研究探讨了生活方式对购买国产品牌（Ayam Bakar Wong Solo）或国外品牌（肯塔基炸鸡）的可能性的影响。便利抽样方法用于获取250个样本，其标准为：（1）受访者有意购买Ayam Bakar Wong Solo或有意购买肯塔基炸鸡，（2）受访者有自由购买或拒绝购买的权利参与调查。 （3）调查以直接结构化的方式进行。这些条件旨在获得数据准确性。 Logit回归用于预测自变量对相关变量的影响。分析表明，具有时尚意识生活方式的消费者更喜欢购买外国品牌（肯塔基炸鸡），本地品牌（Ayam Bakar Wong Solo）更喜欢健康意识的生活方式，外国品牌偏爱领导生活方式，有爱心生活方式本地品牌，外向型生活方式是外国品牌的首选。在这项研究中，还讨论了结果的含义。
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