Perlindungan Hukum Bagi E-Commerce Terkait Big Data Yang Mempengaruhi Persaingan Usaha Digital Akibat Adanya Merger (Studi Penggabungan Perusahaan Goto)

Sinaga, Stephani (2022) Perlindungan Hukum Bagi E-Commerce Terkait Big Data Yang Mempengaruhi Persaingan Usaha Digital Akibat Adanya Merger (Studi Penggabungan Perusahaan Goto). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Merger dalam platform digital merupakan salah satu perkembangan tekonologi pada sektor ekonomi akan tetapi dikhawatirkan dapat menimbulkan monopoli dan persaingan usaha tidak sehat seperti Gojek dan Tokopedia yang melakukan merger, hal ini menjadi perhatian padapersaingan usaha. Komisi Pengawas Persaingan Usaha (KPPU) adalahlembaga yang memiliki peran dalam mengawasi dan menilai kegiatan merger. Tujuan dari penelitian ini yaitu untuk mengetahui Pengaruh BigData pada Persaingan usaha digital yang berakibat bagi UMKM danperlindungan hukum bagi UMKM serta E-Commerce akibat merger padaplatform digital. Metode penelitian yang digunakan adalah penelitian yuridis normatifdengan pendekatan perundang-undangan. Yuridis normatif adalahpendekatan masalah berdasarkan norma hukum serta berbagai literaturyang berkaitan dengan perlindungan hukum bagi UMKM serta E-Commerce akibat adanya merger pada platform digital terkait persainganusaha Hasil penelitian ini dapat disimpulkan Big Data memiliki peranpenting dalam strategi bisnis, tetapi dapat menimbulkan pasar dominan jika perusahaan menyalahgunakan Big Data. GoTo merupakan perusahaandecacorn dan unicorn maka sangat berpeluang besar dapat menimbulkanhambatan masuk pasar bagi UMKM dalam pasar digital, karena banyak UMKM yang tidak mengerti akan pemanfaatan Big Data dan teknologi Big Data tergolong mahal, maka Perlindungan Hukum yang didapatkan UMKM akibat merger pada platform digital adalah dengan peran KPPUdalam memberikan penilaian awal dan menyeluruh dan memberikansanksi adminstratif./ Mergers in digital platforms, especially in e-commerce, are one of the technological developments in the economic sector, but it is feared that it can lead to monopolies and unfair business competition, such as Gojek and Tokopedia merging, this is a concern for business competition. The Business Competition Supervisory Commission (KPPU) is an independent institution that has a role in supervising and assessing merger activities that have the potential for monopoly and unfair business competition, particularly in digital mergers. The purpose of this study. is to determine the effect of Big Data on digital business competition which results in MSMEs and also ECommerce and legal protection for MSMEs and E-Commerce due to mergers on digital platforms. The research method used is normative juridical research with a statutory approach. Normative juridical is an approach to problems based on legal norms and various literatures related to legal protection for MSMEs and E-Commerce due to mergers on digital platforms related to business competition. The results of the research and discussion can be concluded that Big Data has an important role in business strategy and has direct and indirect impacts on business competition, which creates a dominant market share if digital companies abuse Big Data because GoTo is a decacorn and unicorn company, so there is a high chance of causing obstacles. market entry barriers. This is a barrier or minimizes opportunities for MSMEs and E-Commerce in the digital market because there are still many MSMEs and ECommerce who do not understand the use of Big Data and Big Data technology is still relatively expensive, so the Legal Protection that MSMEs get due to mergers on digital platforms is the role of KPPU in identifying the relevant market. and provide an initial and thorough assessment and provide administrative sanctions if the merger of Gojek and Tokopedia conducts their business, which can lead to business competition.

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