Hanum, Trianisa (2026) Analisis Perlindungan Hukum Terhadap Konsumen Dalam Transaksi E-Commerce Ditinjau dari Perspektif Undang-Undang Nomor 8 Tahun 1999 Tentang Perlindungan Konsumen di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The rapid development of information technology has driven the growth of e-commerce transactions in Indonesia, particularly in Pekanbaru City through the Shopee platform. However, this rapid growth is not matched by adequate legal understanding among consumers and businesses. Consumers often encounter detrimental practices such as goods that do not match product descriptions and difficulties in resolving disputes, while many businesses do not understand their legal obligations under the Consumer Protection Law No. 8 of 1999 and Government Regulation No. 80 of 2019 concerning Trade Through Electronic Systems (PP PMSE). This situation reflects the gap between legal norms on consumer protection and the reality of e-commerce practices on the ground. This study formulates two main questions: first, how effective is legal protection for consumers in e-commerce transactions in Pekanbaru City from the perspective of the Consumer Protection Law; and second, what are the obstacles to its implementation. This study aims to analyze this effectiveness and identify inhibiting factors to provide recommendations for improving regulation and law enforcement regarding digital consumer protection. This study uses an empirical legal method with a qualitative approach. Primary data was obtained through a questionnaire with 30 Shopee consumer respondents and structured interviews with five fashion business owners in Pekanbaru City. Secondary data came from relevant laws and regulations, as well as legal literature. The analysis was conducted using Soerjono Soekanto's theory ix of legal effectiveness, which encompasses five factors: legal substance, law enforcement, facilities and infrastructure, society, and legal culture. The results show that consumer legal protection in e-commerce transactions in Pekanbaru City is ineffective. From a legal substance perspective, the Consumer Protection Law (UUPK) contains normative gaps because it does not specifically regulate the responsibilities of digital marketplace platforms. From a law enforcement perspective, none of the respondents sought dispute resolution through the Consumer Dispute Resolution Agency (BPSK), and consumers relied solely on Shopee's internal mechanisms. From a societal perspective, 43.3% of consumers did not understand the UUPK, and all business owners were unaware of PMSE Regulation No. 80 of 2019. From a legal culture perspective, the public places platform policies above state law, reflecting the weak internalization of consumer protection laws in the field.

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