Kajian Hukum Perkembangan Praktik Social Commerce (Studi Kasus TikTok)

Abstract

The concept of social commerce itself represents a new development within the digital economy ecosystem, combining social interaction with online buying and selling activities. This concept emerged in response to technological advancements, shifts in consumer behavior, and the integration of social media and e-commerce as means to obtain product information and conduct transactions. TikTok is one of the platforms that adopts the social commerce business model. As a social commerce platform, TikTok is prohibited from directly facilitating payment transactions, positioning its role more as a facilitator of interaction and product promotion. To address regulatory and operational challenges, TikTok has formed a strategic partnership with Tokopedia to reactivate the transaction feature on its platform. The method used in the research and writing of this thesis is normative legal research which is descriptive. The study applies a legislative approach, a conceptual approach, and a case approach. The data consist of primary, secondary, and tertiary legal materials collected through a literature study technique and analyzed using a qualitative method. The study concludes that regulations in Indonesia have not yet fully accommodated the rapidly growing phenomenon of social commerce. TikTok, as a social commerce platform, holds a unique legal position as it combines the functions of social media and commerce, thereby necessitating regulatory adjustments to ensure transaction security and fair business competition among market players. This is evidenced by the return of TikTok Shop through its partnership with Tokopedia as an official e-commerce entity. Strengthening and more specific regulatory frameworks and policies are required to support the development of a fair and protected digital economy.