PENEGAKAN HUKUM PREDATORY PRICING OLEH KOMISI PENGAWAS PERSAINGAN USAHA TERHADAP FLASH SALE
DOI:
https://doi.org/10.35194/jj.v4i02.4417Keywords:
E-Comemrce, Flash Sale, Hukum Persaingan Usaha, KPPU, Competition Law, E-CommerceAbstract
ABSTRAK
Flash sale merupakan gaya promosi yang disediakan oleh platform jual beli online seperti Shopee dimana pelaku usaha berkesempatan untuk menawarkan produknya dengan harga jual rendah dalam rentan waktu yang ditentukan. Tujuan penelitian ini adalah menganalisis terpenuhi atau tidaknya program flash sale pada fitur Shopee sebagai predatory pricing menurut aturan perundang-undangan persaingan usaha di Indonesia. Hal ini dikarenakan dalam peraturan tersebut telah diatur tentang larangan melakukan menjual suatu produk dengan harga rendah yang dianggap dapat mengakibatkan persaingan usaha tidak sehat. Adapun parameter atau tolok ukur jual rugi sebagai predatory pricing adalah dilakukannya penetapan harga rendah dengan tujuan menyisihkan atau memukul pesaing. Oleh karena itu, penelitian ini akan menganalisis program penjualan flash sale sebagai predatory pricing dan tindakan penegakan hukum yang dapat diambil. Untuk mencapai tujuan penelitian, digunakan metode yuridis normatif dengan pendekatan peraturan perundang-undangan. Hasil penelitian dengan metode tersebut adalah bahwa terdapat beberapa pelaku usaha di Shopee yang telah memenuhi unsur dan tolok ukur predatory pricing menurut hukum persaingan usaha di Indonesia.
ABSTRACT
Flash sale is a promotional method provided by online buying and selling platforms such as Shopee where business actors can offer their products at low selling prices within a specified time frame. The purpose of this study is to analyze whether the flash sale program on the Shopee feature is fulfilled as predatory pricing according to competition laws and regulations in Indonesia. This is because competition laws and regulations have regulated the prohibition of selling a product at a loss that is considered to be able to result in unfair business competition. The parameters or benchmarks for selling at a loss as predatory pricing determine low prices to eliminate or kill competitors' businesses. Therefore, this study will analyze the flash sale program as predatory pricing and the actions that can be taken against business actors who have carried out predatory pricing. The normative juridical method is used with a statutory approach to answer the research objectives. As a result of the study using this method are that several business actors on Shopee have met the elements and benchmarks of predatory pricing according to competition law in Indonesia.
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