This paper aims to test empirically a conceptual model of quality label equity proposed by previous study. More specifically this study tests the goodness of fit, validity, and reliability of the model. Data were collected through a survey using questionnaire to the 183 SNI-labeled helmet users in Jakarta area who bought helmet less than a year. Sample selection was done by convenience sampling technique. The goodness of fit and validity analyzes were done by Confirmatory Factor Analysis-Structural Equation Modeling (CFA-SEM) and the model reliability analysis using Cronbach Alpha. This study had proved that the conceptual model of quality label equity satisfies the goodness of fit, validity, and reliability criteria of the model. The Fit, valid, and reliable model of quality label equity can be used by governments and corporations to measure the equity of quality labels or the effectiveness of the policy of quality labeling. The effectiveness of quality labeling can be evaluated from the five dimensions of quality label equity, including the awareness of quality label, image of quality label, perceived quality of labeled product, attitude toward quality label, and intention to use quality label.This paper aims to test empirically a conceptual model of quality label equity proposed by previous study. More specifically this study tests the goodness of fit, validity, and reliability of the model. Data were collected through a survey using questionnaire to the 183 SNI-labeled helmet users in Jakarta area who bought helmet less than a year. Sample selection was done by convenience sampling technique. The goodness of fit and validity analyzes were done by Confirmatory Factor Analysis-Structural Equation Modeling (CFA-SEM) and the model reliability analysis using Cronbach Alpha. This study had proved that the conceptual model of quality label equity satisfies the goodness of fit, validity, and reliability criteria of the model. The Fit, valid, and reliable model of quality label equity can be used by governments and corporations to measure the equity of quality labels or the effectiveness of the policy of quality labeling. The effectiveness of quality labeling can be evaluated from the five dimensions of quality label equity, including the awareness of quality label, image of quality label, perceived quality of labeled product, attitude toward quality label, and intention to use quality label.

Keywords

Conceptual Model, Measurement Model, Quality, Quality Label, Label Equity, Structural Equation Modeling