LEGAL PROTECTION FOR CONSUMERS IN ONLINE SALES AND PURCHASE AGREEMENTS IN THE INDONESIAN MARKETPLACE

Abstract

The development of information technology has significantly driven the rapid growth of electronic commerce (e-commerce) in Indonesia. However, behind the convenience of digital transactions, consumers often face various issues such as fraud, non-conforming goods, or the lack of transparency regarding business actors' identities. This study aims to analyze the legal protection mechanisms available to consumers in e-commerce transactions based on Law No. 8 of 1999 on Consumer Protection, as well as other relevant regulations such as the Electronic Information and Transactions Law (ITE Law). The approach used is a normative juridical approach by systematically reviewing legislation, legal doctrines, and case studies. The findings indicate that although legal provisions for consumer protection have been established, their implementation still faces several challenges, particularly in enforcing regulations and enhancing consumers’ digital literacy. The main contribution of this study lies in addressing gaps in the

development of consumer legal protection theory and practice in the digital sphere in Indonesia. It also provides concrete recommendations for policymakers to improve regulations and oversight of e-commerce transactions in the era of digital transformation. This study emphasizes the need to strengthen legal protection for e-commerce consumers through tighter supervision of digital platforms, improved consumer education, and regulatory synchronization among relevant institutions.