BUSINESS COMPETITION LAW ANALYSIS OF THE THRIFT INDUSTRY: A COMPARATIVE STUDY BETWEEN SAMBU TRADITIONAL MARKET AND SHOPEE MARKETPLACE
DOI:
https://doi.org/10.61167/jumpe.v3i2.237Kata Kunci:
Thrift, Business Competition, Sambu Market, E-CommerceAbstrak
This research analyzes business competition practices in the thrift industry at Sambu Traditional Market Medan and the Shopee marketplace, reviewed under Indonesian Law No. 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition. Using a qualitative method with a case study approach, this study compares market structure, business behavior, and pricing mechanisms through interviews and field observations. The results show fundamental operational differences, where Sambu Market relies on direct interaction and physical negotiation, while Shopee is based on algorithms and digital data management. The legal analysis finds that the competitive price differences between offline and online traders are caused by cost structure efficiency, rather than predatory pricing practices or unfair competition. Although no antitrust violations were found, the research identifies risks of information asymmetry on digital platforms that could harm consumers and an imbalance in regulatory burdens. This study concludes the need for policy alignment to ensure consumer protection and equal business opportunities within the digital economic ecosystem.
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