Predatory Pricing Competition Through E-commerce Platforms: Eliminating or Destroying? (A Review Based on the Theory of Harm)
Abstract
Persaingan harga predator melalui platform e-commerce telah menjadi perhatian khusus di era digital. Predatory pricing mengacu pada praktik penetapan harga di bawah standar untuk “menghilangkan atau menghancurkan” pesaing, yang secara signifikan berdampak pada pasar dan konsumen. Oleh karena itu, tujuan dari penelitian ini adalah untuk mengeksplorasi dan menganalisis tolok ukur ambang batas “menghilangkan atau menghancurkan” dalam strategi predatory pricing dengan menggunakan kerangka teori kerugian. Penelitian ini menggunakan metode yuridis normatif, dengan menggunakan pendekatan perundang-undangan, konseptual, teori, dan studi kasus. Kekuatan dari penelitian ini terletak pada penyediaan solusi praktis untuk mengatasi masalah yang ada, sehingga memberikan kontribusi yang berarti di lapangan. Temuan ini menyoroti pentingnya teori kerugian dalam menganalisis pola untuk mendeteksi harga pasar yang menentukan apakah pesaing sedang “dihilangkan” atau “dihancurkan”, yang dapat membahayakan pasar dalam konteks digital. Selain itu, penelitian ini juga menggarisbawahi pentingnya mencegah praktik predatory pricing untuk memastikan persaingan yang sehat di platform e-commerce.
Kata Kunci: Persaingan Usaha, Harga Predator, Platform E-Commerce, Indonesia
Predatory pricing competition through e-commerce platforms has become a specific concern in the digital era. Predatory pricing refers to the practice of setting prices below standard to "eliminate or destroy" competitors, which significantly impacts the market and consumers. Therefore, the purpose of this study is to explore and analyze the benchmarks for the "eliminate or destroy" threshold in predatory pricing strategies using the framework of the theory of harm. This study employs a normative juridical method, utilizing statutory, conceptual, theoretical, and case study approaches. The strength of this study lies in its provision of practical solutions to address existing issues, thereby contributing meaningfully to the field. The findings highlight the importance of the theory of harm in analyzing patterns to detect market prices that determine whether a competitor is being "eliminated" or "destroyed," which could harm the market in the digital context. Furthermore, it underscores the necessity of preventing predatory pricing practices to ensure fair competition on e-commerce platforms.
Keywords: Competition, Predatory Pricing, Platform E-Commerce, Indonesia
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