Factor Analysis on Rice Product Labels as a Consideration for Consumer's Purchase Decision In Yogyakarta


Melani Yulinar Khasanah(1*), Jamhari Jamhari(2), Dwidjono Hadi Darwanto(3)

(1) Universitas Gadjah Mada
(2) Universitas Gadjah Mada
(3) Universitas Gadjah Mada
(*) Corresponding Author


Rice is one of the staple foods consumed by most Indonesians causes rice products to grow in line with consumer demand. As a widely consumed product, rice production labeling is a concern following the latest health issues. Labels are expected to provide useful information in determining products to be purchased by consumers, so it is necessary to know the information that consumers expect. This study aims to determine the attributes on the label that consumers consider when making purchasing decisions. The online questionnaire was filled in by 125 random respondents in Yogyakarta City and Sleman Regency, considering the current conditions (the Covid-19 pandemic). Determination of the factors taken into consideration using the Confirmatory Factor Analyze (CFA) method and appropriate statistical tools were used to analyze the data. The results showed that 74% of the respondents purchased labeled rice products in the last month. As many as 98.65% of respondents who bought labeled rice read the labels before making a purchase decision, and 78.38% considered labeling rice products important. Two factors are considered when making a purchasing decision: product specifications (price and production code) and product quality (organic labeling, net weight, nutritional content, BPOM registration number, and SNI label).


Factor Analysis, CFA, Product Quality, Product Specification.

Full Text:



Abigail, O., Schewmake., S., Tabrew, L., & Vandenberg, M. (2012). Carbon Labelling for Consumer Good Foods. https://econpapers.repec.org/paper/agsaaea12/124369.htm

Aygen, F. G. (2012). Determinants of Nutrition Label Use among Turkish Consumers. International Journal of Humanities and Social Science, 2(7), 53–70.

Badan Pusat Statistik. (2019). Provinsi DI Yogyakarta dalam Angka.

Bandara, B. E. S., De Silva, D. A. M., Maduwanthi, B. C. H., & Warunasinghe, W. A. A. I. (2016). Impact of Food Labeling Information on Consumer Purchasing Decision: With Special Reference to Faculty of Agricultural Sciences. Procedia Food Science, 6(Icsusl 2015), 309–313. https://doi.org/10.1016/j.profoo.2016.02.061

Campos, S., Doxey, J., & Hammond, D. (2011). Nutrition labels on pre-packaged foods: A systematic review. Public Health Nutrition, 14(8), 1496–1506. https://doi.org/10.1017/S1368980010003290

Daud, N. M., Ramli, L., Jemahadi, N., & Razalli, R. H. (2011). Examining critical success factors of consumers’ attitude towards nutritional labelling of SMEs products in Malaysia. Australian Journal of Basic and Applied Sciences, 5(8), 944–950.

Escandon-Barbosa, D., & Rialp-Criado, J. (2019). The impact of the content of the label on the buying intention of a wine consumer. Frontiers in Psychology, 9(JAN), 1–11. https://doi.org/10.3389/fpsyg.2018.02761

Hodgkins, C., Barnett, J., Wasowicz-Kirylo, G., Stysko-Kunkowska, M., Gulcan, Y., Kustepeli, Y., Akgungor, S., Chryssochoidis, G., Fernández-Celemin, L., Storcksdieck Genannt Bonsmann, S., Gibbs, M., & Raats, M. (2012). Understanding how consumers categorise nutritional labels: A consumer derived typology for front-of-pack nutrition labelling. Appetite, 59(3), 806–817. https://doi.org/10.1016/j.appet.2012.08.014

Kotler, P. (2002). Manajemen Pemasaran Edisi Millenium Jilid 2. PT Prenhallindo.

Kotler, P., & Amstrong, G. (2008). Prinsip-prinsip Pemasaran Jilid 1. Erlangga.

Kumar, N., & Kapoor, S. (2017). Do labels influence purchase decisions of food products? Study of young consumers of an emerging market. British Food Journal, 119(2), 218–229. https://doi.org/10.1108/BFJ-06-2016-0249

Lagerkvist, C. J. (2013). Consumer preferences for food labelling attributes: Comparing direct ranking and best-worst scaling for measurement of attribute importance, preference intensity and attribute dominance. Food Quality and Preference, 29(2), 77–88. https://doi.org/10.1016/j.foodqual.2013.02.005

Liao, L., Luo, L., & Tang, Q. (2015). Gender diversity, board independence, environmental committee and greenhouse gas disclosure. British Accounting Review, 47(4), 409–424. https://doi.org/10.1016/j.bar.2014.01.002

Lloret, S., Ferreres, A., & Tomás, A. H. e. I. (2017). The exploratory factor analysis of items: Guided analysis based on empirical data and software. Anales de Psicología / Annals of Psychology, 33(2), 417–432. https://doi.org/10.6018/analesps.33.2.270211

Prudon, P. (2015). Confirmatory Factor Analysis as a Tool in Research Using Questionnaires: A Critique,. Comprehensive Psychology, 4, 03.CP.4.10. https://doi.org/10.2466/03.cp.4.10

Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value. Journal of Marketing and Consumer Research, 30(2012), 59–68.

Van Boxstael, S., Devlieghere, F., Berkvens, D., Vermeulen, A., & Uyttendaele, M. (2014). Understanding and attitude regarding the shelf life labels and dates on pre-packed food products by Belgian consumers. Food Control, 37(1), 85–92. https://doi.org/10.1016/j.foodcont.2013.08.043

Vecchio, R., & Annunziata, A. (2012). Italian consumer awareness of layer hens’ welfare standards: A cluster analysis. International Journal of Consumer Studies, 36(6), 647–655. https://doi.org/10.1111/j.1470-6431.2011.01040.x

Wade, S., & Kennedy, O. B. (2010). Does gym use impact upon nutritional knowledge? British Food Journal, 112(1), 44–54. https://doi.org/10.1108/00070701011011191

DOI: https://doi.org/10.22146/ae.61429

Article Metrics

Abstract views : 1462 | views : 1949


  • There are currently no refbacks.

Copyright (c) 2018 Agro Ekonomi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

AGRO EKONOMI ISSN 0215-8787 (print) , ISSN 2541-1616 (online)  indexed by :

sinta worldcat 


View My Stats