Abstract

Di Indonesia, masalah label pada kemasan makanan kurang mendapat perhatian konsumen. Penelitian ini bertujuan untuk mempelajari determinan kepatuhan membaca label pada kemasan makanan oleh ibu rumah tangga di Kota Gorontalo. Penelitian dengan metode survei ini dilakukan dari bulan Juni sampai Agustus 2013. Data dikumpulkan secara potong lintang dengan menggunakan angket. Variabel terikat adalah kepatuhan membaca label pada kemasan makanan yang terdiri dari label informasi nilai gizi, komposisi makanan, masa kedaluwarsa, harga, dan status halal. Variabel bebas adalah usia, tingkat pendidikan, dan keterpaparan dengan media informasi. Besar sampel 262 orang ditentukan secara accidental technique. Analisis data menggunakan uji kai kuadrat. Hasil penelitian ini menunjukkan bahwa sebagian besar responden patuh membaca label kedaluwarsa, label harga, dan label halal. Faktor usia berhubungan dengan kepatuhan membaca label informasi nilai gizi, label kedaluwarsa dan label harga. Tingkat pendidikan berhubungan dengan kepatuhan membaca label informasi nilai gizi, label komposisi, label harga, dan lebel halal. Keterpaparan dengan media informasi berhubungan dengan kepatuhan membaca label komposisi, kedaluwarsa, harga, dan halal. Disarankan kepada institusi terkait, yaitu dinas kesehatan untuk melakukan upaya meningkatkan pemahaman pentingnya membaca label kemasan makanan, terutama yang berkaitan dengan informasi nilai gizi dan komposisi bahan makanan. In Indonesia, food packaging labels’ problem received less attention from consumers. This study aimed to determine the housewives’ compliance in reading food packaging labels and its determinants in Gorontalo City. This studied was conducted from July to August 2013. The study was a cross sectional survey, using enquetten in data collection. The dependent variable was compliance in reading labels on food packaging consisting of labels information about nutritional value, food composition, expiration date, price and halal status, while the independent variables were age, education level and exposure to information media. This study involved 262 respondents selected through accidental sampling technique. Data analyisis used chi square test. This study showed that most respondents dutifully read the labels on expiration date, price tag, and halal status. Age was found associated with compliance in reading labels on information about nutritional value, expiration date and price. Education level was found related to information about nutritional value, food composition, price and halal labels. Exposure to the information media was related to compliance in reading food composition, expiration date, price and halal labels. This study suggested that the authorized institution namely health agency should educate people to understand the importance of reading food packaging labels, especially information about nutritional value and food composition.

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