Analisis perilaku membaca label kemasan pangan

Indonesian society does not seem to have made the behavior of reading food labels as a habit. Even though reading food labels is important for achieving the effectiveness, safety and quality of food itself. Labels on food packaging are important instruments to provide information about aspects of nutrition so that it is useful for consumers who want to keep healthy eating and who are dieting because of an illness. Label has many information attributes and not all of these attributes are read and noticed by consumers. Developed countries have used food labels as a consideration for buying food. Consumers in these countries consider that information on nutritional value, health claims and allergen information are important. This study aims to describe the behavior of food label reading, analyze the influence of information exposure, motivation, knowledge of labels on the perception of reading labels and analyze the influence of information exposure, motivation, knowledge of labels and perception of label reading on label reading behavior. In addition to the purpose of the study, the researcher also describe each variable by detailing the distribution of respondents in each indicator. This research was conducted from January to March 2018. The sampling technique in this study was carried out by nonprobability sampling and by purposive sampling method which requires respondent to be at least 19 years old and consume five product categories in at least the last six months. The five product categories are beverages, milk, biscuits, instant food, and snacks. Respondents in this study are about 226 people consisting of male and female consumers. Data collection of the research was conducted with self-administered survey through questionnaires distributed online through Survey Monkey. The statistic analysis used is Structural Equation Modelling (SEM). The data obtained are processed using Microsoft Excel 2013 and LISREL 8.70. The result indicates that information exposure, motivation and knowledge of labels significantly related with perception and the information exposure, motivation, knowledge of labels and perception significantly related with label reading behavior. Besides, this research also finds out the label attributes that are most often read by respondents. The three main results are the respondents read brand name first, then product name and best before date on the food label. This study also describe the indicators of variable which showed that in the information exposure variable, the majority of respondents did not get the information about food labels from external parties such as family, friends, food producers, government (BPOM), and paramedics (doctor/ nutritionist). In the motivation variable, the majority of respondents read the label because of the motivational background to get a safe product and this result is in line with the distribution of perception reading label which shows that almost of all respondents agree that the most important attribute of the label is expiration date, as it is known that the expiration date has a function to inform the period of safe consumption of a food. In the knowledge variable more than half of respindents correctly indicated attributes on food labels, except questions about the value of nutrients and serving quantities. While the behavior of reading label variable has more than half of the respondents who read the label before purchase. The reason for the respondents not reading the label was mostly because there was no time to read the label and the letters on the label were too small, making it difficult for respondents to read. Integrity from the community, government and health workers is needed to encourage the behavior of reading the label before purchase