Paper Title
Does Indonesian Consumer Empowerment in Food Aspect Contribute to Consumer Readiness to Face Asean Economic Community (AEC)?

Abstract
Indonesian consumers are currently in an increasingly complex market and face with many choices of products, both local and imported. ASEAN market integration prevailing in December 2015 adds to the challenge not only for businesses but also for consumers in Indonesia. This research addressed to analyze the index of consumer empowerment in Indonesia, especially related with food aspect in preparing the readiness to face ASEAN Economic Community. Samples of this study are 250 housewives in the urban area. Variables examined include consumer empowerment and consumer readiness facing ASEAN Economic Community. Data were collected through interviews using a structured questionnaire. Data analysis was performed by descriptive and multiple regression analysis. The result showed that most consumers have never heard the ASEAN Economic Community. The value of consumer empowerment index in the food aspect is still relatively low at 26.57 of 100. Basic skills, knowledge of the law and the consumer protection agency, and the tendency to talk have contributed positively to the consumer readiness to face the AEC especially for food products, while complaint behavior of food products has contributed negatively to consumer readiness. That is, more skilled, more to know about the law and the consumer protection agency, and the more talk will cause consumers more ready to face the AEC. However, the more frequent complaints will cause consumers not ready to face the AEC. Keywords- Consumer Empowerment, Food, Readiness, ASEAN Economic Community