PERLINDUNGAN KONSUMEN TERHADAP PRAKTIK MANIPULATIF DALAM BELANJA ONLINE: MODEL PENGATURAN ”DIGITAL FAIRNES” DAN IMPLIKASINYA BAGI REFORMASI REGULASI DI PAREPARE

Abstract

Abstrak

Perkembangan e-commerce di Indonesia telah memberikan kemudahan dalam aktivitas transaksi digital, namun di sisi lain memunculkan berbagai praktik manipulatif dalam belanja online yang dikenal sebagai dark patterns. Praktik ini berupa desain antarmuka digital yang secara sengaja memengaruhi perilaku konsumen melalui teknik seperti misleading pricing, fake urgency, drip pricing, dan pre-selected options. Penelitian ini bertujuan untuk menganalisis bentuk dan karakteristik praktik manipulatif dalam belanja online, mengkaji efektivitas pengaturan hukum perlindungan konsumen di Indonesia, serta menganalisis implikasi penerapan model pengaturan digital fairness terhadap reformasi regulasi perlindungan konsumen di Kota Parepare. Penelitian ini menggunakan metode penelitian hukum normatif-empiris dengan pendekatan perundang-undangan, konseptual, sosiologis, dan pendekatan kasus. Data diperoleh melalui wawancara, observasi, studi kepustakaan, dan dokumentasi. Hasil penelitian menunjukkan bahwa praktik dark patterns memanfaatkan kelemahan psikologis konsumen sehingga menyebabkan kerugian ekonomi, menurunkan otonomi konsumen, dan melemahkan kepercayaan terhadap platform digital. Pengaturan hukum di Indonesia melalui Undang-Undang Perlindungan Konsumen, Undang-Undang Informasi dan Transaksi Elektronik, serta Peraturan Pemerintah tentang Penyelenggaraan Sistem dan Transaksi Elektronik pada dasarnya telah memberikan dasar perlindungan hukum, namun belum secara spesifik mengatur praktik manipulatif berbasis desain digital. Penerapan konsep digital fairness dinilai mampu menjadi solusi reformasi regulasi dengan menekankan prinsip transparansi, non-manipulasi, akuntabilitas, dan perlindungan terhadap otonomi konsumen. Konsep ini juga berimplikasi pada perlunya pembentukan regulasi teknis terkait desain antarmuka digital, penguatan mekanisme penyelesaian sengketa konsumen, serta peningkatan literasi digital masyarakat. Dengan demikian, penerapan digital fairness diharapkan dapat menciptakan ekosistem perdagangan digital yang lebih adil, transparan, dan berorientasi pada perlindungan konsumen.

Kata Kunci: perlindungan konsumen, dark patterns, digital fairness, e-commerce, regulasi digital.

Abstract

The development of e-commerce in Indonesia has provided convenience in digital transaction activities, but on the other hand, various manipulative practices in online shopping are known as dark patterns. This practice is in the form of digital interface design that intentionally affects consumer behavior through techniques such as misleading pricing, fake urgency, drip pricing, and pre-selected options. This research aims to analyze the form and characteristics of manipulative practices in online shopping, examine the effectiveness of consumer protection legal regulations in Indonesia, as well as analyze the implications of the implementation of the fairness digital regulation model to the reform of consumer protection regulations in Parepare City. This research uses normative-empirical legal research methods with legislative, conceptual, sociological, and case approaches. Data was obtained through interviews, observations, literature studies, and documentation. Research results show that the practice of dark patterns takes advantage of consumers' psychological weaknesses so that it causes economic losses, reduces consumer autonomy, and weakens trust in digital platforms. Legal regulations in Indonesia through the Consumer Protection Act, the Electronic Information and Transaction Law, and Government Regulations on the Implementation of Electronic Systems and Transactions have basically provided the basis for legal protection, but have not specifically regulated the manipulative practices based on digital design. The implementation of the digital fairness concept is considered capable of being a solution for regulatory reform by emphasizing the principles of transparency, non-manipulation, accountability, and protection of consumer autonomy. This concept also implies the need for the establishment of technical regulations related to digital interface design, the strengthening of consumer dispute resolution mechanisms, and improving the digital literacy of the community. Thus, the implementation of digital fairness is expected to create a digital trade ecosystem that is fairer, transparent, and oriented towards consumer protection.

Keywords: consumer protection, dark patterns, digital fairness, e-commerce, digital regulation.