The rise of digital business and technological advancement has shifted conventional economic practices to digital platforms, with e-commerce often dominated by companies using strategies like predatory pricing to maintain market control. Such practices, including flash sales and free shipping, are challenging to regulate due to difficulties in gathering sufficient evidence. This study employs a socio-legal research method, with data from interviews and legal materials, identifying three key indicators of predatory pricing: sales below production cost, competitor exit, and subsequent price increases. Although Indonesia's Business Competition Supervisory Commission (KPPU) enforces competition laws, evidence challenges and legal interpretation complexities remain. Policy reform and capacity-building efforts are essential for effective oversight in this evolving digital landscape.

Keywords: E-commerce;Legal Supervision;Predatory Pricing

Buku

Lubis, Arifin Fahmi; Anggraini, Anna Maria; Kagramanto, L. Budi; Sirait, Ningrum Natasya; Prananingtyas, Paramita; Sukarmi; Maarif, Syamsul; Silalahi, Udin, 2017. Hukum Persaingan Usaha, Jakarta: Komisi Pengawas Persaingan Usaha.

Peraturan Perundangan

Undang-Undang Nomor 5 Tahun 1999 tentang Larangan Praktek Monopoli dan Persaingan Usaha Tidak Sehat (Lembaran Negara Republik Indonesia Tahun 1999 Nomor 33).

Peraturan Pemerintah Nomor 44 Tahun 2021 tentang Pelaksanaan Larangan Praktek Monopoli dan Persaingan Usaha Tidak Sehat (Lembaran Negara Republik Indonesia Tahun 2021 Nomor 54).

Peraturan Komisi Pengawas Persaingan Usaha Nomor 6 Tahun 2011 Tentang Pedoman Pasal 20 (Jual Rugi) Undang-Undang Nomor 5 Tahun 1999 Tentang Larangan Praktek Monopoli dan Persaingan Usaha Tidak Sehat.

Peraturan Komisi Pengawas Persaingan Usaha Nomor 1 Tahun 2022 tentang Program Kepatuhan Persaingan Usaha.

Peraturan Komisi Pengawas Persaingan Usaha Nomor 2 Tahun 2023 tentang Tata Cara Penanganan Perkara Praktik Monopoli dan Persaingan Usaha Tidak Sehat.

Jurnal

Darmawan Vicky A.P dan Ditha Wiradiputra, 2022, Predatory Pricing dalam E-commerce Menurut Perspektif Hukum Persaingan Usaha, Jurnal Ilmu Sosial dan Pendidikan, Vol. 6, No. 3

Djafarova, Elmira, dan Bowes Tamar, 2021. Instagram Made Me Buy It: Generation Z Impluse Purchases In Fashion Industry, Journal of Retailing and Consumer Services, https://doi.org/10.1016/j.jretconser.2020.102345

Putra, Wahyu Buana, Anggriawan, Teddy Prima dan Ditta, Aldira Mara. 2023, Akibat Hukum Praktik Jual Rugi Semen Conch dalam Persaingan Usaha Industri Semen di Indonesia, Jurnal Hukum Politik dan Ilmu Sosial, Vol. 2, No. 3.

Website

https://www.hukumonline.com/berita/a/terbukti-monopoli--perusahaan-semen-ini-didenda-kppu-rp22 miliarlt60054c1973109/ on July 2024