Indications of Predatory Pricing on Tiktok Shop and Its Impact on MSME Actors

Afifatus Sholikhah (Universitas Nahdlatul Ulama Sidoarjo)
Edita Rachma Kamila (universitas nahdlatul ulama sidoarjo)
Laily Muzdalifah (universitas nahdlatul ulama sidoarjo)

SINERGI: Jurnal Ilmiah Ilmu Manajemen
Vol. 13 No. 2 (2023)

There are indications of predatory pricing carried out by tiktok shop as an e-commerce. The action is practiced through flash sales, live streaming and discounts that continue to be carried out at any time. This study aims to analyse the indications of predatory pricing on tiktok shop and its impact on MSME players in Sidoardo Regency. The method used in this research is qualitative by conducting literature studies and interviews. The results showed that tiktok shop had a negative impact on MSMEs in Sidoarjo Regency.