Developing quality label awareness index of helmet users

Purpose - This research aims to develop an index for measuring Indonesian quality label awareness among motorcycle helmet users. The index measures quality label awareness and its antecedent variables, which are the variables that represent marketing effort on promoting the quality label. Design/methodology/approach - The indicators of the index were derived from a literature review. A survey was performed. The respondents are 487 motorcycle drivers and passengers helmet users in Jakarta. The authors conducted some statistical analyses, namely, exploratory factor analysis, Cronbach’sαanalysis, and multiple regression analysis. Findings - A quality label awareness index was developed and tested. The index consists of quality label awareness and its determinants. The determinants are label marketing clarity and label marketing credibility. The research result showed that the index is valid and reliable. Research limitations/implications - The authors performed the survey only at Jakarta using convenience sampling technique. Thus, the findings may not be generalized to other contexts. Given this, replication research is important to be performed in the future in order to test the stability of the findings in other contexts. Practical implications - The index can be used to evaluate the effectiveness of quality label and quality label marketing programs. Originality/value - This study is believed to be the first to develop and test consumers' quality label awareness index.