The Community Respons of Halal Certificate as Endorse to Build The Brand Equity of Food Products (Case Study Kelurahan Balumbang Jaya, Kecamatan Bogor Barat, Kabupaten Bogor

Abstract

The Halal certificate is definitely very important for Indonesia citizens especially for moslem. Their foods should be Halal, clean, fresh, and healthy. But the peoples is just have a little or maybe don’t know anything about halal certificate, so LP POM MUI have an obligation to examine and provide halal certificate. The halal certificate should put on the label so that people can ensure wether a product is halal or not. The goal of this research were to analyse the relations between individual factors with the level of knowledge, the level of awareness, and the level of brand equity and to analyse the relations between the level of knowledge, the level of awareness, and the level of brand equity. This research was held in Kelurahan Balumbang Jaya, Kecamatan Bogor Barat, Provinsi Jawa Barat. The number of respondents were 100. The conclusion of this research was, the level of education had a significant relationship with the level of knowledge about halal certificate. Besides that, there is also another relationship between the level awareness of halal certficate with the degree of brand equity.