Abstract
Organic food products are produced without pesticides or genetic engineering. This study analyses the variable product characteristics, website characteristics, Instagram account characteristics, and claims characteristics. This study aimed to analyze the content of claims for organic food on websites and Instagram stores based on the Consumer Protection Law No. 8 of 1999. This study used an exploratory design with content analysis methods. The sample was selected using purposive sampling, namely 100 online shops that sell organic food with details of 50 websites and 50 Instagram accounts. The data collected was categorized and processed using Microsoft Excel, Statistical Package for Social Science (SPSS) 23.0 and Nvivo 12 Plus. The analysis results show that 56% of website and Instagram stores use subjective claims and 40% using objective claims. As much as 47% of online stores, both websites and Instagram, are categorized as not misleading, and 53% are categorized as misleading or deceptive claims such as ambiguous. 22% of online shops violate Article 8 Paragraph 1, and 20% of online stores violate Article 9 of the Consumer Protection Law.
Highlights
In Indonesia, organic farming is becoming a trend due to growing consumer awareness to consume safe and healthy products (Windani, Kikik & Awaliyah, 2020)
Online business is mostly done on Instagram because apart from being a social media for sharing videos and photos, Instagram can be used as marketing
Website searches are done through Google.com, and Instagram account searches is searched with organic food and organic food
Summary
In Indonesia, organic farming is becoming a trend due to growing consumer awareness to consume safe and healthy products (Windani, Kikik & Awaliyah, 2020). The growth of a healthy lifestyle in the community increases the demand and intention to buy organic food (Qi, Yu & Ploeger, 2020). According to a statistical data survey of organic agriculture (Institute, Alifa & Kombas, 2020), consumers bought organic products through social media or online stores and via platforms by 21.21% during the pandemic. Many organic products, one of which is food, are sold through online store websites. When the distance between consumers and farmers is far and only limited online, it is necessary to guarantee a certificate from the authorized institution to feel confident in the organic product (Novita, 2017). Business actors provide contact information that can be contacted by consumers who want to buy or inquire about uploaded products (Wulandari & Husna, 2016). The information displayed on Instagram accounts is very useful for consumers
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