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Syarifuddin Syarifuddin
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Consumer Protection in Live Shopping Transactions of Thrift Products on TikTok Siti Syarifah Wafiqah Wardah; Yusi Irensi Seppa; Syarifuddin Syarifuddin
Public Resource Innovation Management and Excellence February 2026 , Volume 3 Number 1
Publisher : Public Resource Innovation Management and Excellence

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Abstract

This study is grounded in consumer protection theory and the concept of asymmetric information in digital transactions, which explain the imbalance of information and bargaining power between business actors and consumers in electronic commerce. The research aims to analyze consumer protection in live shopping transactions of thrift products on TikTok, identify potential risks and violations of consumer rights, and examine business actors’ legal responsibility and dispute resolution mechanisms under Indonesian law. This study employs a normative juridical approach through library research and document analysis of primary legal materials, including the Consumer Protection Law, the Electronic Information and Transactions Law, and regulations on electronic commerce, supported by relevant scholarly literature. Data were analyzed using qualitative normative analysis by interpreting legal provisions and relating them to the characteristics of live shopping practices. The results show that although the legal framework is comprehensive, the real-time and persuasive nature of live shopping increases the risk of information asymmetry, product misrepresentation, unilateral no-refund policies, and evidentiary difficulties. The novelty of this research lies in its specific focus on live shopping thrift transactions as a digital trade model that heightens consumer vulnerability.    
Co-Authors Abdurahman Hamid Agusalim Juhari Ahmad Fudail Majid AHMAD ZAKI Andi Mahdiana Mardatilla Anisya Namira Syahrial Aslinda Aslinda asmaun, asmaun Fatimah Hidayahni Amin Haedar Akib Hanafie, Nurharsya Khaer Henni Zainal Mario Mario Muh Faisal Muhammad Ilyas Thamrin Tahir Muhammad Luthfi Siraj Muhammad Syarifuddin Rahman Novayanti S. R. Nurul Husna Asrah Ramlan Mahmud Rasyid, A. Ramli S, Muh. Rizal Sirajuddin Saleh Siti Syarifah Wafiqah Wardah Syamsu Alam Tadampali, Andi Caezar To Yusi Irensi Seppa