Electronic Theses and Dissertation

Peraturan Pemerintah Nomor 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik mewajibkan pelaku usaha memberikan informasi yang benar, jelas, dan jujur mengenai barang yang diperdagangkan. Namun dalam praktik jual beli produk pakaian melalui aplikasi Shopee di Kota Banda Aceh masih sering terjadi ketidaksesuaian produk dengan deskripsi, baik dari segi ukuran, bahan, warna, maupun kualitas, yang merugikan konsumen.
Penelitian ini bertujuan untuk menganalisis kendala yang dihadapi konsumen, tanggung jawab hukum pelaku usaha, serta mekanisme penyelesaian sengketa terkait penjualan produk pakaian yang tidak sesuai deskripsi melalui Shopee di Kota Banda Aceh.
Penelitian ini merupakan jenis penelitian yuridis empiris. Data primer diperoleh melalui penelitian lapangan dengan melakukan wawancara bersama responden dan informan. Data sekunder diperoleh melalui penelitian kepustakaan dengan membaca referensi dan literatur yang berkaitan dengan objek penelitian.
Hasil penelitian menunjukkan bahwa kendala utama konsumen meliputi keterbatasan pemeriksaan barang secara langsung, sulitnya pengajuan komplain, serta rendahnya pemahaman hukum. Tanggung jawab pelaku usaha umumnya berupa retur atau penggantian barang, namun belum optimal. Penyelesaian sengketa dilakukan melalui fitur pengaduan Shopee dan BPSK Kota Banda Aceh, meskipun belum dimanfaatkan maksimal.
Dapat disimpulkan bahwa ketidaksesuaian produk masih merugikan konsumen dan menunjukkan lemahnya pelaksanaan tanggung jawab pelaku usaha. Oleh karena itu, pelaku usaha perlu meningkatkan kejujuran informasi, marketplace memperketat pengawasan, serta pemerintah dan lembaga terkait memperkuat perlindungan konsumen melalui sosialisasi.

Government Regulation Number 80 of 2019 concerning Trading Through Electronic Systems obliges business actors to provide accurate, clear, and honest information regarding the goods being traded. However, in practice, the buying and selling of clothing products through the Shopee application in Banda Aceh City frequently involves discrepancies between the products and their descriptions, including differences in size, material, color, and quality, which result in consumer losses. This study aims to analyze the obstacles faced by consumers, the legal liability of business actors, and the dispute resolution mechanisms related to the sale of clothing products that do not conform to their descriptions through Shopee in Banda Aceh City. This research employs an empirical juridical approach. Primary data were obtained through field research by conducting interviews with respondents and informants. Secondary data were obtained through library research by reviewing references and literature relevant to the object of the study. The results indicate that the main obstacles faced by consumers include the inability to directly inspect goods, difficulties in filing complaints, and a low level of legal awareness. The liability of business actors generally takes the form of returns or replacements; however, such measures are not yet optimal. Dispute resolution is carried out through Shopee’s complaint feature and the Consumer Dispute Settlement Agency (BPSK) of Banda Aceh, although these mechanisms have not been utilized to their full potential. It can be concluded that product discrepancies continue to harm consumers and reflect the weak implementation of business actors’ legal responsibilities. Therefore, business actors need to improve the accuracy and honesty of information provided, marketplaces should strengthen supervision, and the government and relevant institutions should enhance consumer protection through increased public awareness and education.