| Obesity problem and its negative causes to our health have been attracting world’s attention. People at risked of developing many diseases, such as diabetes, heart attack, stroke, and cancer. Indonesian people get used to consume carbohydrates. Rice becomes the main food in Indonesia, while noodle, tuber, and bread are considered as snack. Although Indonesia is an agrarian country, the consumption of vegetables and fruits are low. That condition happened, along with the increased consumption of processed and fast food high in fat, salt and sugar. Indonesia’s obesity rate was at tenth of world rank. In order to be able to eat healthy food, people should have to know the content of the food they are going to eat with proposing nutrition label on food.This research is aims to determine the effect of nutrition labels, specifically to know the relationship between Nutrition Label, Perceived value, Satisfaction and Behavioral Intention. This research was using Structural Equation Modeling :AMOS 22. Research results are Nutrition Labels have positive influence on Perceived Value with p value = ***, Perceived Value have positive influence on Satisfaction with p value =***, Satisfaction have positive influence on Behavioral Intention with p value =***, Perceived Value have positive influence on Behavioral Intention with p value = 0.002 and Nutrition Label have negative influence on Behavioral Intention with p value = 0.091. Variable that have a strong relationship from hypotheses that have been accepted are nutrition label to perceived value which is 0,794, perceived value to satisfaction which is 0,871 and perceive value to behavioral intentions which is 0,743.Indicators that have high factor loading value and not be erased are promotion and knowledge from Nutrition Label, social responsibility and evaluation from Perceived Value, happy and satisfaction feeling from Satisfaction and also repatronage and frequency of visiting from Behavioral Intentions. Suggestions that have been made for the owners of the restaurants are applying nutrition label on menu, applying poster of how important nutrition label in restaurant wall and applying evaluation form and spread it to consumer after they finished ate in the restaurant. |