Perlindungan pasar nasional terhadap predatory pricing di platform e-commerce
Tinjauan hukum kebijakan ekonomi di era ASEAN and China Free Trade Agreement (ACFTA)
Abstract
The advent of digital technology and the liberalization of trade that has transpired as a consequence of the ASEAN-China Free Trade Agreement (ACFTA) has engendered both significant opportunities and substantial challenges for the national market, particularly within the domain of e-commerce. A significant challenge is the practice of predatory pricing, defined as the strategic pricing strategy of business actors that involves the implementation of artificially low prices with the intent of achieving market dominance and eliminating local competitors, particularly MSME players. The objective of this study is to analyze the efficacy of national economic policy legislation in addressing predatory pricing practices that have become prevalent on e-commerce platforms following the implementation of the ASEAN-China Free Trade Agreement (ACFTA). The methodological approach employed is a normative juridical approach, whereby national regulations, such as Law Number 5 Year 1999, government policies as administered by KPPU, and the most recent digital trade regulations, are examined. The findings indicate that despite the establishment of regulatory frameworks and law enforcement agencies, predatory pricing practices persist due to inadequate supervision and a lack of safeguards for small business actors. Consequently, there is an imperative for the reinforcement of regulatory frameworks, the promotion of synergies among institutions, and the adaptation of digital trade policies to safeguard national market sovereignty within the context of the free trade era.
Downloads
References
Adam, R. (2023). Predatory pricing for e-commerce businesses from a business competition law perspective. Journal of Law and Sustainable Development, 11(8), e1438–e1438.
Al-Mahya, Y. Q. E., Sari, R. E. Z. A., & Kalam, N. A. A. (2024). Analisis Praktek Predatory Pricing dalam E-Commerce (Studi Kasus Platform Lazada). Indonesian Journal of Social Sciences and Humanities, 4(2), 88–98.
Chaidir, A. B., Hapsari, W., & Narayan, A. (2025). Dampak ASEAN China Free Trade Agreement (ACFTA) terhadap Pertumbuhan Ekonomi Indonesia. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 4(1), 135–144.
Deri, M. F. (2024). ASEAN–China Free Trade Agreement: Ekonomi Politik Di Indonesia. Jurnal Perdagangan Internasional, 2(1).
El Zahra, S., Pireno, F. H., Zammara, A. M., & Arohmah, P. (2024). The The Impact of Predatory Pricing on E-Commerce Competition and Regulatory Control in Indonesia. Journal Social Sciences and Humanioran Review, 1(05), 243–251.
Farida, A., & Yuliana, I. (2022). Pengaruh utang luar negeri dan ekspor terhadap pertumbuhan ekonomi (PDB) Indonesia periode tahun 2006-2020. MALIA: Jurnal Ekonomi Islam, 13(2), 181–192. http://repository.uin-malang.ac.id/11967/
Herry, M., & Fajarani, M. (2022). The problems of international civil law of Indonesia in protecting transnational e-commerce consumers. Jurnal IUS (Kajian Hukum Dan Keadilan), 10(3), 620–630. http://repository.uin-malang.ac.id/15648/
Isal, M. A., & Sidik, R. M. (2023). Jeratan Social Commerce: Matinya Masa Depan UMKM Di Indonesia Studi Kasus TikTok Shop Di Indonesia. Commerce Law, 3(2).
Lubis, A. F., Anggraini, A. M. T., Kurnia, K., Toha, B., Hawin, M., Sirait, N. N., Prananingtyas, P., Maarif, S., & Silalahi, U. (2017). Hukum persaingan usaha: Buku teks.
Primadhany, E. F., Angraeni, N., Ihsan, R. N., & Rahman, A. A. (2024). Kebijakan Antidumping Dalam Rangka Meningkatkan Pertumbuhan Ekonomi Di Masa Pasca Pandemi. Journal of Student Research, 2(3), 32–50.
Sudarmawan, B. N. (2022). The correlation of international trade and growth in Indonesia. Jurnal Ekonomi Dan Pembangunan, 30(1), 31–46.
Syarief, E., Shahrullah, R. S., Jaya, F., & Kurniawan, J. (2021). Potensi Terjadinya Persaingan Usaha Tidak Sehat pada Penggunaan Aplikasi Perdagangan Elektronik di Era Revolusi Industri 4.0. Jurnal Supremasi, 105–114.
Taris, M. A., Purwana, V. C. P., & Ramdhani, N. M. (2024). Penguatan Standardisasi Produk Impor Pada E-commerce Di Indonesia Dalam Mengatasi Predatory Pricing (Studi Komparasi Kebijakan Anti-Monopoli Dengan Negara Jepang). Forschungsforum Law Journal, 1(03), 45–59.
Tobing, S. A. S. L. (2024). Analisis Tantangan Dan Hambatan Kebijakan Anti-Dumping Untuk Industri Tekstil Indonesia Dalam Mengatasi Dumping China. Multilingual: Journal of Universal Studies, 4(4), 46–63.
Usman, R. (2004). Hukum persaingan usaha di Indonesia.
Zuraidah, Z., Aisyah, E. N., & Shoviaty, M. (2021). The implementation of Islamic business ethical theory in e-commerce. http://repository.uin-malang.ac.id/9832/
Copyright (c) 2025 Siti Inayatul Hasanah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
