“Burning Money” By E-Commerce Platform Businesses And The Relationship With Selling Loss Based On Business Competition Law In Indonesia

  • Jozu Kenjiro Samudra University Of Padjadjaran
  • Sudaryat Sudaryat University Of Padjadjaran
  • Helza Nova Lita University Of Padjadjaran

Abstract

"Burning money" is one of the marketing strategies carried out by the perpetrator’s e-commerce platform in effort to introduce products on  the internet and change the habit consumer. Cut programpricelarge on current e-commerce platformsthispopular in societyis one _shapeof "burning money". This program is done  in a period of time particular with the objective of interesting the number of customers and achieving high traffic. The existence of “burning money” activity has worries that willcausesomethingcompetitionbusiness not healthy . Piecegreat price _from one _the form of "burning money" is suspectedrelatedwith predatory pricing orselllos. Methodstudyis normative juridical normative research using _regulationlegislation, theorylaw, and the opinion of scholarsrelated to law competitionbusiness and e-commerce. Data will then analyzedwithmetho descriptive analysis _symptom particular  in detail, detail, and systematic. There are four aspects that are used for the study of "burning money" by using a massive price-cutting program based on Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition and related laws and regulations. As a result , the cut programthe price made by the perpetratore-commerce platform business haspotencycausecompetitionbusinessnohealthywillbutthe impact of the perpetratore-commerce platform business helppublic switch to the digital age throughe-commerce services .

References

Bibliography
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Can liu. Jiawen Fu. and Miaomiao Xia. (2020). “A Literature Review of the “Burning Money” Behaviour of Internet Products” Journal of Economic Science Research, 3(3): 13-16
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Regulations:
Peraturan KPPU Nomor 6 Tahun 2011 tentang Pedoman Pasal 20 (Jual Rugi) Undang-Undang Nomor 5 Tahun 1999 tentang Larangan Praktek Monopoli dan Persaingan Usaha Tidak Sehat
Published
2022-04-30