| dc.description.abstract | The excess quantity of imported fruit in Indonesia has triggered business competition between local and import fruit. This research aimed to analyze the influence of ethnocentrism, attitude, and preference toward the purchasing behavior of local fruit in urban and rural. The design of this research used cross sectional study which involved 120 housewives. The result showed the significant positive relation between ethnocentrism, preference, and attitude. The age of respondent also relates positively to ethnocentrism and attitude. Ethnocentrism, attitude, and preference have no significant relation to the purchasing number of local fruit and local fruit expenditure. Based on multiple regression linear test, the education level of respondent and per capita income significantly positive influence toward the purchasing number of local fruit. The number of family member and per capita income also significantly positive influence toward local fruit expenditure. | en |
