Pengelabuan Informasi Harga di E-Commerce terhadap Konsumen Melalui Flash Sale
Authors: Pratiwi Dinda , Dirkareshza Rianda 
Published: November 2023

<p> </p><p><em>This research aims to examine legal protection for consumers and the legal consequences resulting from deceptive price information in flash sale practices in e-commerce. Information fraud carried out by business actors is contrary to consumer protection, so legal certainty is needed for consumers in buying and selling activities on e-commerce. The research method used is normative research which is equipped with interviews with BPSK, as well as a statutory and regulatory approach which focuses on the object of research on norms. Information was collected using interview techniques to obtain additional data. The results of this research confirm that it can actually enforce consumer protection in trading via electronic systems as contained in the UUPK, Trade Law, ITE Law and PP PMSE. However, there are no regulations regarding flash sales specifically so that the rights and obligations between business actors and consumers have not yet achieved harmony in online buying and selling activities. Consumers' lack of knowledge regarding legal certainty in shopping on e-commerce is still low so that the objectives of legislation in imposing sanctions on business actors have not been achieved. Therefore, the novelty in this research is explaining the procedures for completing settlements, especially by BPSK, which gives rise to legal consequences for business actors. Legislation is needed that specifically regulates flash sales and E-commerce obligations in supervising business actors in Indonesia.</em></p><p>Penelitian ini bertujuan untuk mengkaji perlindungan hukum kepada konsumen serta akibat hukum yang ditimbulkan dari pengelabuan informasi harga dalam praktik <em>flash sale </em>di<em> E-commerce.</em> Pengelabuan informasi yang dilakukan pelaku usaha bertentangan dengan perlindungan konsumen sehingga diperlukan kepastian hukum terhadap konsumen dalam aktivitas jual beli di <em>E-commerce</em>. Metode penelitian yang digunakan yaitu penelitian normatif yang dilengkapi wawancara dengan BPSK, serta pendekatan perundang-undangan<em> (statute approach) </em>yang berfokus pada objek penelitian norma. Pengumpulan informasi dengan teknik wawancara tersebut dilakukan untuk memperoleh data tambahan. Hasil dari penelitian ini menegaskan bahwa sejatinya dapat menegakkan perlindungan konsumen dalam Perdagangan Melalui Sistem Elektronik yang termuat dalam UUPK, UU Perdagangan, UU ITE dan PP PMSE. Namun, belum terdapat peraturan mengenai <em>flash sale</em> secara khusus sehingga hak dan kewajiban antara pelaku usaha dan konsumen masih belum mencapai keselarasan dalam kegiatan jual beli online. Minimnya pengetahuan konsumen terkait kepastian hukum dalam berbelanja di <em>E-commerce</em> pun masih rendah sehingga tujuan dari peraturan perundang-undangan dalam memberikan sanksi terhadap pelaku usaha belum tercapai. Oleh karena itu, kebaruan dalam penelitian ini menjelaskan prosedur dalam penyelesaian sengketa, terutama oleh BPSK sehingga menimbulkan akibat hukum kepada pelaku usaha. Diperlukan peraturan perundang-undangan yang mengatur <em>flash sale</em> secara khusus dan kewajiban <em>E-commerce</em> dalam mengawasi pelaku usaha di Indonesia.</p>