TANGGUNG JAWAB PELAKU USAHA DALAM TRANSAKSI DIGITAL PADA MEDIA FACEBOOK (SUATU PENELITIAN DI KOTA BANDA ACEH)
Abstrak
Perkembangan teknologi informasi telah mendorong meningkatnya praktik transaksi digital melalui media sosial, termasuk platform Facebook yang banyak dimanfaatkan pelaku usaha sebagai sarana pemasaran dan penjualan produk. Kondisi ini membuka peluang ekonomi yang luas, tetapi pada saat yang sama juga menimbulkan risiko kerugian bagi konsumen, sebagaimana diamanatkan Pasal 19 Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen bahwa pelaku usaha wajib memberi ganti rugi apabila konsumen mengalami kerugian dalam transaksi. Penelitian ini bertujuan menganalisis praktik transaksi digital antara pelaku usaha dan konsumen melalui Facebook, bentuk tanggung jawab pelaku usaha terhadap kerugian konsumen, serta hambatan dalam pelaksanaan tanggung jawab tersebut. Penelitian menggunakan metode yuridis empiris dengan pendekatan kualitatif melalui wawancara dan observasi terhadap pelaku usaha dan konsumen yang bertransaksi di Kota Banda Aceh. Hasil penelitian menunjukkan bahwa praktik transaksi digital melalui Facebook berlangsung melalui unggahan, komentar, dan pesan pribadi, dengan pembayaran umumnya melalui transfer bank. Tanggung jawab pelaku usaha dilaksanakan melalui penyelesaian langsung berupa penggantian barang, pengembalian dana, atau kompensasi lain, namun pelaksanaannya masih menghadapi hambatan berupa keterbatasan komunikasi, kesulitan verifikasi kerugian, ketidakjelasan identitas pelaku usaha, serta belum adanya sistem perlindungan konsumen yang terintegrasi dalam platform media sosial. Penelitian ini merekomendasikan penguatan regulasi, peningkatan transparansi pelaku usaha, dan literasi digital konsumen agar tanggung jawab pelaku usaha dapat berjalan lebih efektif.
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