Electronic Theses and Dissertation

Pasal 8 huruf f undang-undang no.8 tahun 1999 tentang perlindungan konsumen menyatakan bahwa “pelaku usaha dilarang memproduksi dan/atau memperdagangkan barang dan/atau jasa yang tidak sesuai dengan janji dinyatakan dalam label, etiket keterangan, iklan atau promosi penjualan barang dan/atau jasa tersebut”. namun dalam prakteknya masih ada pelaku usaha yang menjual produknya tidak sesuai dengan deskripsi produk, mereka menjual produk sepatu palsu yang dapat merugikan konsumen baik dari segi materiil dan immateriil. tujuan penelitian ini untuk menjelaskan perlindungan konsumen terhadap penjualan sepatu sneakers bermerek yang dipalsukan pada platform shopee, kerugian konsumen terhadap penjualan sneakers bermerek yang dipalsukan platform shopee, dan penyelesaian kerugian terhadap penjualan sneakers bermerek yang dipalsukan pada platform shopee. penelitian ini merupakan penelitian yuridis empiris. data yang digunakan berupa data sekunder dan data primer. data sekunder diperoleh dari penelitian kepustakaan. sedangkan data primer diperoleh dari penelitian lapangan dengan cara melakukan wawancara secara langsung dengan responden dan informan. hasil penelitian menunjukkan bahwa perlindungan konsumen terhadap penjualan sepatu sneakers bermerk yang dipalsukan pada platform shopee dalam implementasinya masih belum optimal, meskipun shopee telah memiliki fitur perlindungan konsumen seperti shopee guarantee, sistem return & refund, pusat resolusi sengketa, dan verifikasi toko resmi (shopee mall). konsumen masih mengalami kerugian ekonomi, waktu, kualitas produk, dan reputasi sosial akibat produk yang diterima tidak sesuai deskripsi. penyelesaian kerugian belum terlaksana secara optimal dikarenakan masih ada konsumen yang tidak mengetahui mengenai perlindungan yang telah dibuat oleh shopee dan dimanfaatkan oleh pelaku usaha untuk mengelabui konsumen dengan cara harus mengikuti prosedur yang telah mereka buat sendiri, sehingga konsumen tidak mendapatkan ganti rugi seperti yang mereka harapkan. disarankan kepada shopee perlu memperketat pengawasan penjual dan produk dengan teknologi kecerdasan, verifikasi berlapis, dan melakukan evaluasi berkala kebijakan perlindungan konsumen. disarankan kepada konsumen berbelanja di toko terverifikasi, memeriksa reputasi penjual, dan membandingkan harga dipasaran. disarankan kepada penjual, wajib menjaga integritas dengan menjual produk sesuai deskripsi dan patuhi prosedur penyelesaian sengketa tanpa syarat memberatkan.

Article 8 letter f of Law No. 8 of 1999 concerning Consumer Protection states that “Business actors are prohibited from producing and/or trading goods and/or services that are not in accordance with the promises stated in the label, description, advertisement, or sales promotion of the said goods and/or services.” However, in practice, there are still business actors who sell products that do not match the product descriptions; they sell counterfeit shoes that can harm consumers both materially and immaterially. The purpose of this study is to explain consumer protection against the sale of counterfeit branded sneakers on the Shopee platform, consumer losses due to the sale of counterfeit branded sneakers on the Shopee platform, and the settlement of losses related to the sale of counterfeit branded sneakers on the Shopee platform. This research is an empirical juridical study. The data used consists of secondary and primary data. Secondary data were obtained from library research, while primary data were obtained from field research through direct interviews with respondents and informants. The results of the study show that consumer protection against the sale of counterfeit branded sneakers on the Shopee platform has not been implemented optimally, even though Shopee already provides consumer protection features such as Shopee Guarantee, a return & refund system, a dispute resolution center, and official store verification (Shopee Mall). Consumers still experience economic losses, wasted time, poor product quality, and social reputation damage due to products received not matching their descriptions. The settlement of losses has not been carried out optimally because there are still consumers who are unaware of the protection features provided by Shopee. This situation is exploited by business actors to deceive consumers by forcing them to follow procedures made by the sellers themselves, resulting in consumers not receiving compensation as expected. It is recommended that Shopee strengthen seller and product supervision through the use of artificial intelligence technology, multi-layered verification, and regular evaluation of consumer protection policies. Consumers are advised to shop at verified stores, check the seller’s reputation, and compare market prices. Sellers are advised to maintain integrity by selling products that match their descriptions and to comply with dispute resolution procedures without imposing burdensome requirements.