CD Skripsi

Perlindungan Konsumen Dalam Penyajian Informasi Harga Pada Marketplace Shopee Di Kota Pekanbaru

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ABSTRACT
The advancement of digital technology has significantly transformed the
pattern of commercial transactions, shifting from conventional methods to online
systems. Marketplaces such as Shopee have emerged to offer accessibility for both
consumers and merchants. However, this development also introduces new risks in
the realm of trade and consumer protection, including the widespread practice of
non-transparent pricing and the use of misleading discount strategies by
merchants. The formulation of the problem in this study are as follows: 1) How is
the protection of consumers in Pekanbaru regarding the price information provided
by merchants on Shopee; 2) What are the legal consequences for Shopee merchants
who offer fake discounts to consumers in Pekanbaru City.
This study used a sociological legal research method through a case study
conducted in Pekanbaru City. Data were obtained through the distribution of
questionnaires via Google Forms to 50 Shopee consumers in Pekanbaru and were
analyzed qualitatively. This analysis was carried out to examine the perceptions,
experiences, and trust levels of consumers concerning the price information
presented by merchants on the Shopee platform. The findings of the study indicate
that the majority of respondents have experienced material and non material
damage due to fake discounts and exhibit a high level of skepticism regarding the
authenticity of the discounted price offered on Shopee. This diminished trust by
consumers is directed not only towards the merchants, but also towards Shopee as
the platform provider. Nevertheless, most respondents acknowledge that discount
strategies greatly influence their purchasing decisions. These findings reveal a
discrepancy between the consumers’ right to receive accurate information and the
deceptive pricing practices employed by certain merchants in digital marketing.
In conclusion, although Shopee has long been utilized by consumers in
Pekanbaru City, issues concerning price transparency, particularly about
misleading discounts, remain prevalent. While regulations such as Law Number 8
of 1999 on Consumer Protection and Government Regulation Number 80 of 2019
concerning Electronic Trading provide a legal framework, enforcement and
supervision of merchants on digital platforms remain inadequate. Shopee, as an
Electronic Trading System Provider (PPMSE), bears the responsibility of ensuring
the veracity of price information and the enforcement of ethical standards in digital
commerce. Merchants who conduct fake discount practices on Shopee may be
subject to legal sanctions under the Consumer Protection Law, as well as
administrative penalties imposed by Shopee, including product blocking, removal,
or permanent account suspension.
Keywords: Consumer Protection, Price Information, Fake Discounts, Shopee,
Marketplace

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1809125332

Penerbit

Pekanbaru : Universitas Riau – F.HUKUM – HUKUM PERDATA BISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1809125332

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

HUKUM PERDATA BISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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