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 Number 8 of 1999 concerning Consumer Protection stipulates 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 such goods and/or services.” However, in practice, there are still business actors who sell products that do not correspond to the product description. They sell counterfeit shoes, which may cause both material and immaterial losses to consumers. The purpose of this research is to explain consumer protection against the sale of counterfeit branded sneakers on the Shopee platform, the consumer losses arising from the sale of counterfeit branded sneakers on the Shopee platform, and the resolution of such losses caused by the sale of counterfeit branded sneakers on the Shopee platform. This research is an empirical juridical study. The data used consist 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 research results show that consumer protection against the sale of counterfeit branded sneakers on the Shopee platform has not been implemented optimally, even though Shopee has established consumer protection features such as Shopee Guarantee, return & refund systems, a dispute resolution center, and official store verification (Shopee Mall). Consumers still experience losses in terms of economy, time, product quality, and social reputation due to products received not corresponding to their descriptions. The resolution of losses has not been carried out optimally because some consumers are unaware of the protection mechanisms provided by Shopee, which are exploited by business actors to deceive consumers by requiring them to follow procedures set by the sellers themselves. As a result, consumers do not receive compensation as they expect. It is recommended that Shopee tighten the supervision of sellers and products through artificial intelligence technology, multi-layered verification, and periodic evaluation of consumer protection policies. It is also recommended that consumers shop at verified stores, check seller reputations, and compare prices on the market. Sellers are advised to maintain integrity by selling products in accordance with their descriptions and comply with dispute resolution procedures without imposing burdensome conditions.