<![CDATA[The rapid growth of e-commerce in Indonesia has transformed consumer transactions by increasing accessibility, efficiency, and market connectivity. However, this digital transformation has also generated complex legal challenges, including consumer data protection risks, misleading commercial practices, unclear dispute resolution mechanisms, and limited accountability among digital business actors. This study aimed to examine the effectiveness of consumer legal protection in Indonesian e-commerce transactions and analyze the role of digital governance and regulatory accountability in strengthening consumer rights. A normative juridical approach was employed using statutory, conceptual, and comparative approaches. Data were collected through an analysis of relevant regulations, legal documents, academic literature, and policy frameworks related to consumer protection, electronic transactions, and digital governance. The findings indicated that although Indonesia had established several legal instruments, including the Consumer Protection Law and electronic transaction regulations, the existing framework remained fragmented and faced challenges in enforcement, cross-border transaction supervision, platform responsibility, and consumer dispute resolution. Strengthening digital governance through regulatory coordination, transparency obligations for e-commerce platforms, effective monitoring mechanisms, and enhanced institutional accountability is essential to creating a more responsive consumer protection system. This study concluded that consumer legal protection in Indonesian e-commerce requires a shift from a conventional regulatory approach toward an integrated digital governance model that emphasizes preventive regulation, shared responsibility among stakeholders, and adaptive legal mechanisms. The findings contribute to the development of consumer protection policies by providing a framework for balancing technological innovation, business growth, and consumer rights within the digital economy.]]>
