The Implementasi Perlindungan Hukum terhadap Konsumen dalam Transaksi Jual Beli Online di Kota Semarang

Abstract

The rapid development of information technology and digital communication has significantly transformed trading activities, particularly through online buying and selling transactions. The increasing use of e-commerce platforms in Semarang City has provided convenience, efficiency, and wider access for consumers in fulfilling their daily needs. However, the growth of online transactions has also created various legal issues related to consumer protection, such as fraud, products not matching descriptions, delayed delivery, and misuse of personal data. This study aims to analyze the implementation of legal protection for consumers in online buying and selling transactions in Semarang City, identify the obstacles faced in its implementation, and examine dispute resolution efforts carried out by consumers and business actors. This research uses a qualitative descriptive method with data collection techniques through interviews, observation, and documentation. The results of the study indicate that the implementation of consumer legal protection has referred to Law Number 8 of 1999 concerning Consumer Protection and Law Number 11 of 2008 concerning Electronic Information and Transactions. Nevertheless, the implementation has not yet been fully effective due to low public legal awareness, weak supervision of online business actors, limited digital literacy, and the complexity of dispute resolution mechanisms. Consumer dispute resolution is generally carried out through marketplace complaint features, mediation, refunds, and legal channels such as the Consumer Dispute Settlement Agency (BPSK) and courts. Therefore, stronger supervision, public legal education, and improved digital transaction security are needed to optimize consumer protection in online transactions.