Factors Affecting to Consumers’ Attitude towards Halal Label on Nugget and Sausage Packaging: A Case Study on Housewives at One Residential in Yogyakarta City
WIDODO, SITI YUSI RUSIMAH, NOVITA CHOIRUNISA
Department of Agribusiness Universitas Muhammadiyah Yogyakarta
widodo@umy.ac.id
ABSTRACT
Halal status of meat products is a credence attribute which is not visible and cannot be
verified by consumers. Therefore, halal la- bel is an important cue for consumers about
the halal meat product. This study aimed to measure the consumers’ attitude and to
clarify the demographic and psychological factors that affected the consumers’ atti-
tude towards halal label on nugget and sau- sage packaging. The data of this study was
collected in 2016 at one residential in Yogyakarta City. Meanwhile, respondents of
50 Muslim housewives were selected through simple random to fill out the self-
administered questionnaire. To measure consumers’ information was used a 5
Likertscale of statement. While a binary lo- gistic regression model was employed to
analyse the effects of the demographic and psychological factors on consumers’ attitude. The results showed that respon- dents perceived the label of council of certification, Arabic script of halal, and
food ingredient could very well indicate the halal nature of nugget and sausage.
Furthermore, respondents tend to use them to investigate the halal nature. The
demographic factor which affected the variation of consumers’ attitude towards
halal label was households’ expenditure of food, meanwhile the psychological
factor which affected the variation of consumers’ attitude towards halal label
was family habit of purchasing halal foods. Based on this results can be con-
cluded that the respondents of housewife strongly believe on halal label on nug-
get and sausage packaging but they do not examine thoroughly. Respondent of
housewife’s attitude toward halal label improved due to an increasing on house-
holds’ expenditure on food and a well family habituation.
verified by consumers. Therefore, halal la- bel is an important cue for consumers about
the halal meat product. This study aimed to measure the consumers’ attitude and to
clarify the demographic and psychological factors that affected the consumers’ atti-
tude towards halal label on nugget and sau- sage packaging. The data of this study was
collected in 2016 at one residential in Yogyakarta City. Meanwhile, respondents of
50 Muslim housewives were selected through simple random to fill out the self-
administered questionnaire. To measure consumers’ information was used a 5
Likertscale of statement. While a binary lo- gistic regression model was employed to
analyse the effects of the demographic and psychological factors on consumers’ attitude. The results showed that respon- dents perceived the label of council of certification, Arabic script of halal, and
food ingredient could very well indicate the halal nature of nugget and sausage.
Furthermore, respondents tend to use them to investigate the halal nature. The
demographic factor which affected the variation of consumers’ attitude towards
halal label was households’ expenditure of food, meanwhile the psychological
factor which affected the variation of consumers’ attitude towards halal label
was family habit of purchasing halal foods. Based on this results can be con-
cluded that the respondents of housewife strongly believe on halal label on nug-
get and sausage packaging but they do not examine thoroughly. Respondent of
housewife’s attitude toward halal label improved due to an increasing on house-
holds’ expenditure on food and a well family habituation.
Key words: attitude, consumers, halal label, meat product
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