Authors:

Rosa Fitriyana Sinaga, I Made Dedy Priyanto

Abstract:

“Penulisan artikel ini bertujuan untuk mengetahui predatory pricing yang dilarang oleh Undang- Undang Nomor 5 Tahun 1999 Tentang Larangan Praktik Monopoli dan Persaingan Usaha Tidak Sehat (UU Anti Monopoli) yang selanjutnya menjadi landasan untuk mengetahui flash sale Shopee termasuk dalam predatory pricing serta untuk mengetahui sanksi terhadap pelaku usaha terkait predatory pricing. Penelitian ini menggunakan metode penelitian hukum normatif dengan menggunakan pendekatan perundang-undangan. Hasil studi menunjukkan bahwa yang termasuk dalam kegiatan predatory pricing apabila telah memenuhi unsur-unsur yang dilarang oleh UU Anti Monopoli. Unsur-unsur yang dilarang oleh UU Anti Monopoli adalah kegiatan jual beli yang dilakukan oleh pelaku usaha dengan menetapkan harga jauh lebih murah yang bertujuan untuk mematikan usaha pesaingnya dalam upaya menetapkan posisinya sebagai monopolis dan perbuatan predatory pricing tersebut sudah dibuktikan Komisi Pengawas Persaingan Usaha (KPPU). Flash sale Shopee tidak termasuk dalam predatory pricing karena tidak memenuhi unsur-unsur yang dilarang oleh UU Anti Monopoli melainkan hanya sebagai media promosi dan meningkatkan brand awareness agar semakin dikenal publik. Sanksi terhadap pelaku usaha terkait predatory pricing yaitu pelaku usaha dapat dikenakan sanksi berupa tindakan administratif, sanksi pidana pokok dan sanksi pidana tambahan. Kata Kunci: Predatory Pricing, Flash Sale, Shopee, Persaingan Usaha Tidak Sehat. ABSTRACT The purpose of writing this article is to find out predatory pricing which is prohibited by Law Number 5 Year 1999 Concerning Prohibition Monopolistic Practices and Unfair Business Competition (Anti Monoply Law) then becomes the basic for knowing wheter flash sale conducted by Shopee are included in predatory pricing and to find out the sanctions against business actors related to predatory pricing. This research uses a normative legal method with a statute approach. The result of the study indicated that which is included in predatory pricing if it has fulfilled the elements that prohibited by Anti Monopoly Law. The elements prohibited are buying and selling activities which business actors set a much lower price with the aim of shutting down their competitors’ businesses in an effort to establish a position as a monopoly and predatory actions of fixing the price have been proven by the Business Competition Supervisory Commission (KPPU). Flash sale Shopee are not included in predatory pricing because it does not meet the elements that prohibited but only as a promotional media and to increase brand awareness so they are increasingly known to the public. Sanctions against business actors related to predatory pricing, business actors can be subject to sanctions in the form of administrative actions, basic criminal sanctions and additional criminal sanctions. Key Words: Predatory Pricing, Flash Sale, Shopee, Unfair Business Competition”

Keywords

Predatory Pricing, Flash Sale, Shopee, Persaingan Usaha Tidak Sehat. ABSTRACT The purpose of writing this article is to find out predatory pricing which is prohibited by Law Number 5 Year 1999 Concerning Prohibition Monopolistic Practices and Unfair Business Competition (Anti Monoply Law) then becomes the basic for knowing wheter flash sale conducted by Shopee are included in predatory pricing and to find out the sanctions against business actors related to predatory pricing. This research uses a normative legal method with a statute approach. The result of the study indicated that which is included in predatory pricing if it has fulfilled the elements that prohibited by Anti Monopoly Law. The elements prohibited are buying and selling activities which business actors set a much lower price with the aim of shutting down their competitors’ businesses in an effort to establish a position as a monopoly and predatory actions of fixing the price have been proven by the Business Competition Supervisory Commission (KPPU). Flash sale Shopee are not included in predatory pricing because it does not meet the elements that prohibited but only as a promotional media and to increase brand awareness so they are increasingly known to the public. Sanctions against business actors related to predatory pricing, business actors can be subject to sanctions in the form of administrative actions, basic criminal sanctions and additional criminal sanctions. Key Words: Predatory Pricing, Flash Sale, Shopee, Unfair Business Competition

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PDF:

https://jurnal.harianregional.com/kerthawicara/full-84266

Published

2022-07-24

How To Cite

SINAGA, Rosa Fitriyana; PRIYANTO, I Made Dedy. INDIKASI PREDATORY PRICING PADA FLASH SALE SHOPEE DALAM PERSPEKTIF HUKUM PERSAINGAN USAHA.Kertha Wicara : Journal Ilmu Hukum, [S.l.], v. 11, n. 5, p. 1117-1128, july 2022. ISSN 2303-0550. Available at: https://jurnal.harianregional.com/kerthawicara/id-84266. Date accessed: 28 Aug. 2025. doi:https://doi.org/10.24843/KW.2022.v11.i05.p16.

Citation Format

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Issue

Vol 11 No 5 (2022)

Section

Articles

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