HUKUM MARKETPLACE TERHADAP PERLINDUNGAN KONSUMEN DALAM TRANSAKSI PERDAGANGAN ELEKTRONIK

Abstract

The rapid growth of online marketplaces has significantly facilitated electronic commerce in Indonesia. However, it has also created various consumer protection issues, including product discrepancies, misuse of personal data, and ineffective dispute resolution mechanisms. This study aims to analyze the legal responsibility of online marketplaces in protecting consumers under the Indonesian legal framework. The research employs a normative legal method using statutory and conceptual approaches supported by library research. The findings indicate that online marketplaces, as Electronic System Providers (ESPs), are legally obligated to protect consumer rights, ensure the security of electronic systems and personal data, supervise business actors, and provide accessible and effective complaint and dispute resolution mechanisms. Marketplaces may be held legally liable when consumer losses arise from negligence in fulfilling these obligations. Therefore, effective consumer protection in electronic commerce requires shared responsibility between marketplaces and business actors to ensure legal certainty, justice, and transaction security. Strengthening regulatory compliance and improving consumer protection mechanisms are essential to fostering a trustworthy and sustainable digital commerce ecosystem in Indonesia.

Keywords: Online Marketplace; Legal Responsibility; Consumer Protection; Electronic Commerce; Electronic System Provider.