Electronic Theses and Dissertation

Perkembangan perdagangan elektronik melalui media sosial, khususnya melalui fitur live commerce, mendorong perubahan pola distribusi dan pemasaran produk. Salah satu praktik dalam sistem distribusi digital adalah Resale Price Maintenance (RPM), yaitu penetapan harga jual kembali oleh owner kepada reseller. Praktik ini menimbulkan persoalan hukum ketika pembatasan harga dilakukan secara mengikat, sebagaimana terjadi pada distribusi produk SS-Skin melalui siaran langsung TikTok. Dalam hukum persaingan usaha, RPM diatur dalam Pasal 8 Undang-Undang Nomor 5 Tahun 1999 serta Peraturan Komisi Pengawas Persaingan Usaha Nomor 8 Tahun 2011.

Penelitian ini bertujuan untuk menganalisis praktik RPM yang dilakukan oleh owner SS-Skin melalui siaran langsung TikTok, menilai kedudukannya dalam perspektif hukum persaingan usaha, serta mengkaji bentuk perlindungan hukum bagi reseller SS-Skin yang mengalami kerugian.

Metode penelitian yang digunakan adalah penelitian hukum normatif dengan pendekatan perundang-undangan dan konseptual. Data diperoleh melalui studi kepustakaan terhadap bahan hukum primer, sekunder, dan tersier yang relevan, kemudian dianalisis secara deskriptif kualitatif.

Hasil penelitian menunjukkan bahwa praktik penetapan harga jual kembali yang dilakukan oleh owner SS-Skin merupakan perjanjian vertikal yang berpotensi menimbulkan dampak anti-kompetitif yang menghilangkan kebebasan reseller dalam menentukan harga. Penjualan langsung oleh owner dengan harga lebih rendah menimbulkan ketimpangan posisi tawar dan penurunan margin usaha reseller. Perlindungan hukum bagi reseller dapat dilakukan melalui mekanisme preventif dan represif, baik melalui hubungan kontraktual perdata maupun melalui pengawasan dan penegakan hukum oleh Komisi Pengawas Persaingan Usaha (KPPU).

Penelitian ini merekomendasikan agar RPM harus diuji melalui pendekatan rule of reason untuk menilai dampaknya terhadap persaingan usaha. Penegakan hukum perlu dilakukan secara konsisten berdasarkan Undang-Undang Nomor 5 Tahun 1999, dengan penguatan peran Komisi Pengawas Persaingan Usaha (KPPU) dalam pengawasan distribusi vertikal.

The development of electronic commerce through social media, particularly via live commerce features, has transformed patterns of product distribution and marketing. One practice within digital distribution systems is Resale Price Maintenance (RPM), namely the imposition of resale prices by the owner upon resellers. This practice raises legal concerns when such price restrictions are binding, as observed in the distribution of SS-Skin products through TikTok live broadcasts. In competition law, RPM is governed under Article 8 of Law Number 5 of 1999 and Regulation of the Business Competition Supervisory Commission (KPPU) Number 8 of 2011. This study aims to analyze the RPM practices carried out by the owner of SS-Skin through TikTok live broadcasts, to assess its position within the framework of competition law, and to examine the forms of legal protection available to SS-Skin resellers who suffer losses. The research employs a normative legal method with statutory and conceptual approaches. Data were collected through library research on relevant primary, secondary, and tertiary legal materials and analyzed using a descriptive qualitative method. The findings indicate that the resale price maintenance imposed by the owner of SS-Skin constitutes a vertical agreement with the potential to generate anti-competitive effects by restricting resellers’ freedom to determine prices. Direct sales conducted by the owner at lower prices create an imbalance in bargaining power and reduce the profit margins of resellers. Legal protection for resellers may be pursued through both preventive and repressive mechanisms, either via civil contractual arrangements or through supervision and enforcement by the Business Competition Supervisory Commission (KPPU). This study recommends that RPM practices be assessed under the rule of reason approach to evaluate their impact on business competition. Law enforcement should be carried out consistently in accordance with Law Number 5 of 1999, accompanied by the strengthening of the supervisory role of the Business Competition Supervisory Commission (KPPU) in overseeing vertical distribution practices.