Silaban, Grace Margareth (2025) Perlindungan Konsumen Terhadap Promosi Produk Overclaim Pada Aplikasi Tiktok Di Tinjau Menurut Undang – Undang Nomor 8 Tahun 1999 Tentang Perlindungan Konsumen Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Product promotion carried out through social media, especially TikTok, has become a marketing trend that makes it easier for business actors. However, in reality, many skincare products are found to be promoted with excessive claims or overclaims without clear scientific evidence, so they have the potential to mislead consumers. One of the products in the spotlight is Daviena Skincare, which is promoted with excessive claims and is not necessarily in accordance with the actual composition or effectiveness. The losses incurred are not only financial but also physical due to the inconsistency of the product composition conveyed. This is clearly very contrary to Article 8 of Law of 1999 concerning Consumer Protection. So there must be a good response in overcoming these obstacles by Daviena Skincare. The problems in this study are as follows, namely How is the form of implementation of legal protection for consumers of Daviena Skincare Sleeping Mask cosmetics in the promotion of overclaim products on the TikTok Application based on Law Number 8 of 1999 concerning Consumer Protection, What are the inhibiting factors for the implementation of Consumer Protection for Daviena Skincare Sleeping Mask cosmetics in the promotion of overclaim products on the TikTok Application. This study uses an Empirical Research Method. This study was conducted directly to the place that was used as the object of the problem in the study using interviews as a tool for data collection, this study was taken from the Daviena Skincare Distributor located at Jalan Delima Number 158, Tampan District, Pekanbaru City, Riau. And consumers in the Tampan District area Based on the research obtained that the Implementation of Legal Protection provided to consumers of Daviena Skincare Sleeping Mask is by making several efforts consisting of protection of Daviena Skincare business actors, Legal protection for consumers. The stages of complaints provided are the complaint procedure and complaint responses provided by Daviena Skincare. Inhibiting factors for the implementation of consumer protection for Daviena Skincare Sleeping Mask can be seen from several factors, namely the lack of consumer awareness and thoroughness of the quality of the products they buy and the lack of firmness of the government in enforcing the law by taking real action.

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