PEMAHAMAN IBU PADA LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN ANAK DI KECAMATAN KOTA SUMENEP

Abstract

One of the issues of food today has spread throughout society is the issue of
halal. In general, indicating the label of halal in the food products is on the package or
the label of the product that was officially published by Majelis Ulama Indonesia, MUI
(The Indonesia Ulema Council). The role of the mother in child food product purchasing
decision is huge, especially for mothers who have children ages 1-12 years. At the age of
the child, mother tends to be protective in buying children's meals because of security
concerns from religious or health aspects for a Muslim. It is one of district in Madura
island with a majority Muslim population, is Sumenep. This research aims to know the
mother's understanding on halal label on the food product packaging and the
identification of its influence on the purchase of food products, with the dependent
variables consists of understanding the mother against halal label, price and product
quality in children's meals and independent variables in the form of purchase decisions.
Instrument research using enclosed questionnaires. The indicators used in determining
the level of understanding of mothers towards halal labels refer to the halal definition
based on LPPOM-MUI, the official halal logo issued by MUI. The data were analyzed
using descriptive analysis of the characteristics of respondents and multiple linear
regression analysis. The results showed that mother enough understand about children's
food products labeled halal, considered the understanding is already good. Variables
that have a significant influence on the selection of a child's food product are halal label
variables. The halal label, price and product quality are the main factors that influence
mothers in deciding to buy children's food products in Sumenep.