CONSUMER EXPERIENCE WITH TEMPEH LABEL INFORMATION: A LONGITUDINAL STUDY OF NON-GMO VS. UNLABELED PRODUCT CHARACTERISTICS AND TECHNOLOGICAL IMPLICATIONS
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Kemasan produk pangan berperan sebagai sumber informasi utama, menyajikan detail esensial seperti status Organisme Termodifikasi Genetik (GMO), harga, dan tanggal kedaluwarsa, yang secara signifikan memengaruhi pengalaman dan kepercayaan konsumen. Penelitian ini bertujuan menyelidiki korelasi antara informasi yang tersedia pada kemasan pangan dengan atribut produk yang diobservasi konsumen, dengan membandingkan tempe berlabel non-GMO dan tidak berlabel (diasumsikan GMO). Menggunakan metodologi studi kasus observasional longitudinal kualitatif, seorang peneliti sekaligus konsumen melakukan evaluasi harian sistematis selama 120 hari. Data yang dikumpulkan mencakup informasi label, harga beli, dan karakteristik produk yang dialami (masa simpan aktual, perubahan tekstur seperti kelembapan dan kekencangan, serta profil aroma) pada kondisi penyimpanan rumah tangga yang konsisten. Hasil utama memperlihatkan tempe tidak berlabel (harga lebih rendah) memiliki masa simpan aktual lebih lama dan integritas tekstur lebih superior dibandingkan tempe non-GMO premium. Tempe non- GMO mengalami degradasi tekstur lebih awal (lembab), meskipun kedua produk umumnya sesuai dengan tanggal kedaluwarsa masing-masing yang berbeda. Penandaan "non-GMO" dan harga premiumnya menciptakan ekspektasi konsumen terhadap durabilitas produk secara keseluruhan yang tidak sepenuhnya terpenuhi oleh kinerja aktual tempe non-GMO. Penelitian ini menyimpulkan bahwa informasi pada kemasan saat ini, meski menyajikan detail spesifik, mungkin belum memadai mengomunikasikan keseluruhan nuansa kinerja produk akibat teknologi produksi pangan yang beragam, yang berpotensi memengaruhi kepercayaan konsumen. Sistem informasi yang lebih canggih (misalnya, pelabelan cerdas, platform transparansi) berpotensi meningkatkan penyampaian informasi, mengelola ekspektasi konsumen lebih efektif, dan memperkaya pengalaman konsumen dengan menjembatani kesenjangan antara informasi yang disajikan dan atribut produk aktual.
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