Pengaruh strategi predatory pricing melalui flash sale, cashback, dan gratis ongkir terhadap keberlangsungan umkm pada platform e-commerce di indonesia
Keywords:
Predatory Pricing, E-Commerce, Flash Sale, Micro, Small, Medium Enterprises (MSMEs), Business CompetitionAbstract
The growth of electronic commerce in Indonesia has triggered increasingly intensive business competition through various promotional strategies such as flash sale, cashback, and free shipping. In principle, these strategies are permissible forms of promotion; however, under certain circumstances, they can transform into Predatory Pricing practices when applied continuously with the aim of eliminating business competitors, especially micro, small, and medium enterprises (MSMEs). This research aims to examine the forms of Predatory Pricing strategies in e-commerce, their impact on the sustainability of micro, small, and medium enterprises (MSMEs), and legal protection efforts for small business actors in Indonesia. The research methodology applied is normative legal research with a library study approach. Data was obtained from scientific journals, legislation, and other relevant literature sources, then analyzed descriptively qualitatively. The research findings indicate that flash sale, cashback, and free shipping strategies can potentially trigger unhealthy business competition when applied massively and sustainably by dominant business actors.
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