Abstract

Fruit has become the needs of every household, even in Bali especially the need for very high fruits. This need provides an opportunity for rampant imported fruit in the market. This resulted in local fruit getting knocked out. Whereas the local fruit produced in Indonesia is very diverse. This encourages the local government to issue regulation No. 3 of 2013 on the protection of local fruit. The existence of this regulation wants to influence the attitude of the community as a local fruit consumer. This study aims to examine the effect of Perda implementation on attitudes on purchasing decisions, the effect of local regulations on purchasing decisions, the influence of attitudes on purchasing decisions, and the role of attitudes in mediating the implementation of local regulations on local purchasing decisions in Bali. Data collection was done by purposive sampling, using questionnaire. The number of respondents is 105 people. Data were analyzed using path and test analysis tools. The results showed that the implementation of local fruit protection legislation has a significant and positive impact on consumer attitudes. Implementation of local fruit regulations has a significant and positive impact on purchasing decisions. Attitudes have a significant and positive impact on consumer purchasing decisions. As well as the role of attitudes significantly mediate the implementation of local fruit protection legislation on consumer purchasing decisions. As research advice, the government and the whole community are expected to work together to understand the contents of local regulations and cultivate local fruit.

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