摘要：Mango is one of favorite fruits that almost every body like it, but consumers are often disappointed because it is not uniform quality. Producers or the farmers are interested in using label when consumer willingness to pay is higher. This fenomena is interested to study what push factors of producers mango in using label as part of customer service marketing. The research method is survey with 260 farmers using simple random sampling from 4 sub district in Cirebon such as Astanajapura, Greged, Dukupuntang and Sedong. The results of this study revealed that push factors are income, access of market, concern of quality and safety food. The farmers who get higher income, better access market, concern of quality and safety food tend to used label. The farmers believe that label is one way for better customers servive but they only used label when willlingnes to pay consumers is higher. Another factor that is not a motivating factor are family member, mango is cultivated for second priority, number of trees, and the label is not an issue when done by wholesaler or exportir. There must be the government agency to ensures that label is the quality assurance and product safe for consumption.
