Analisis Isi Promosi Produk Furnitur dengan Klaim Hijau di Instagram

Abstract

Peningkatan kesadaran masyarakat mengenai lingkungan mendorong perusahaan menerapkan konsep ramah lingkungan dan mengklaim produknya ramah lingkungan, salah satunya pada produk furnitur. Penelitian ini bertujuan untuk menganalisis karakteristik produk, unggahan promosi, dan karakteristik klaim hijau pada promosi produk furnitur serta pemenuhannya terhadap UUPK. Penelitian dilakukan dengan menganalisis isi 200 unggahan promosi produk furnitur dengan klaim hijau di Instagram. Data diolah secara deskriptif menggunakan IBM SPSS Statistic 25.0 dan Voyant Tools. Hasil analisis menunjukkan bahwa unggahan paling banyak memiliki elemen bahan ramah lingkungan (78%), bersifat subjektif (60,5%), berorientasi produk (85,5%) dan terkategori ambigu (65%). Analisis terhadap UUPK menunjukkan bahwa pasal 9 merupakan pasal yang paling banyak (59,5%) dilanggar oleh pelaku usaha. Perlu adanya kerjasama antara konsumen, pelaku usaha serta pemerintah untuk mengurangi peredaran klaim hijau yang mengelabui pada promosi produk furnitur.

Increasing public awareness about the environment has pushed companies to apply green concept and claim their products as environmentally friendly, such as furniture products. This study analyzes product characteristics, promotional posts, and characteristics of claims in furniture product promotion uploads with green claims on Instagram and its fulfillment of Law of Consumer Protection. The study was conducted by analyzing 200 promotional uploads of furniture products with green claims on Instagram. The data was processed descriptively using IBM SPSS Statistics 25.0 and Voyant Tools. The results indicate that the uploads contain the most elements of environmentally friendly materials (78%), are subjective (60.5%), product-oriented (85.5%), and are categorized as ambiguous (65%). Analysis of the UUPK shows that article 9 is the article with the most (59.5%) violated by business actors. It requires cooperation between consumers, business actors and the government to reduce the spread of deceptive green claims on furniture product promotions.