Analisis Penerapan Fitur Rekomendasi Pemilihan Jasa Kurir pada Platform E-Commerce Berdasarkan Undang-Undang Nomor 5 Tahun 1999 Tentang Persaingan Usaha
DOI:
https://doi.org/10.62383/konstitusi.v2i4.1081Keywords:
Competition Law, Digital Logistics, Discrimination, E-Commerce, Recommendation FeaturesAbstract
The implementation of a recommendation feature in the courier service selection system on e-commerce platforms is a technological innovation aimed at improving logistics efficiency while providing a more optimal user experience. Through this feature, consumers can find alternative delivery services based on certain indicators, such as cost, estimated time, and service quality. However, in practice, the implementation of recommendation features has the potential to raise legal issues when platforms prioritize internal couriers or certain partners without transparency and clear objective indicators. This situation can lead to discriminatory treatment, limit market access for other businesses, and reduce consumer freedom in choosing services. This study aims to analyze the implementation of recommendation features by e-commerce platforms from a competition law perspective, specifically based on Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition. The method used is normative juridical research with a descriptive-analytical approach, through the review of secondary data in the form of laws and regulations, literature, and the practice of implementing recommendation systems in the digital industry. The research results indicate that recommendation features that unilaterally prioritize internal couriers without objective basis and without information transparency have the potential to violate Article 19 letter d of Law Number 5 of 1999. This practice can hinder competition, close opportunities for other courier service providers, and create distortions in the digital logistics ecosystem. Therefore, this study recommends that recommendation features in e-commerce be designed in a neutral, transparent manner, and based on objective indicators, such as rates, estimated delivery times, and service performance. This will maintain healthy business competition and protect consumers' rights to obtain the best service options.
Downloads
References
Ahmad, M. R. (2004). Cyber law dan HAKI dalam sistem hukum Indonesia. Refika Aditama.
Andi Fahmi Lubis, et al. (2017). Buku teks: Hukum persaingan usaha. Komisi Persaingan Usaha.
Ayudha, D. P., et al. (2000). Persaingan usaha dan hukum yang mengaturnya di Indonesia. Proyek ELIPS.
Becker, G. (1971). The economics of discrimination (2nd ed.). University of Chicago Press.
Black, H. C. (1990). Black’s law dictionary (6th ed.). West Publishing.
Bobadilla, J., Ortega, F., Hernando, A., & Gutiérrez, A. (2013). Recommender systems survey. Knowledge-Based Systems, 46, 109–132. https://doi.org/10.1016/j.knosys.2013.03.012
Cahyaningrum, D. (2024). Monopoli jasa pengiriman barang di e-commerce. Pusat Analisis Keparlemenan Badan Keahlian Setjen DPR RI. https://berkas.dpr.go.id/pusaka/files/isu_sepekan/Isu%20Sepekan---II-PUSLIT-Mei-2024-191.pdf
Chong, S., & Abeliuk, A. (2019). Quantifying the effects of recommendation systems. In Proceedings of the 2019 IEEE International Conference on Big Data (Big Data 2019) (pp. 345–352). IEEE. https://doi.org/10.1109/BigData47090.2019.9005951
Dewa, G. A. (2022). Perilaku diskriminatif dalam pengupahan kerja bagi pekerja atau buruh antargender. Jurnal Ilmiah Manajemen dan Kewirausahaan (JIMAK), 2(1), 45–56. https://doi.org/10.55606/jimak.v1i2.339
Ghifari, R. P., & Yunita, A. (2023). Tindakan diskriminasi oleh Garuda Indonesia dalam hal penunjukan mitra penjualan tiket umrah. Media of Law and Sharia, 5(1), 45–57.
Gultom, E. (2008). Perlindungan transaksi electronic commerce melalui lembaga asuransi. Jurnal Legislasi Indonesia, 5(4), 455–470. https://doi.org/10.54629/jli.v5i4.306
Hadi, S., Rahmad, A., & Ade, D. (2022). Perlindungan hukum usaha mikro kecil dan menengah (UMKM) terhadap praktik monopoli dilihat dari perspektif hukum persaingan usaha. Jurnal Commerce Law, 2(1), 33–45. https://doi.org/10.29303/commercelaw.v2i1.1345
Halim, A. (2019). Hukum transaksi elektronik di Indonesia. Nusa Media.
Hasan, F., Zubaedah, R., & Apriani, R. (2020). Penyelesaian perkara persaingan usaha berdasarkan sikap inisiatif Komisi Pengawas Persaingan Usaha. Singaperbangsa Law Review (SILREV), 1(1), 23–36. https://doi.org/10.35706/silrev.v1i1.4251
Hasbullah, M. A. (2020). Penegakan hukum persaingan usaha dalam sektor ekonomi digital. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 4(1), 55–68.
Ko, H., Lee, S., Park, Y., & Choi, A. (2022). A survey of recommendation systems: Recommendation models, techniques, and application fields. Electronics, 11(1), 141. https://doi.org/10.3390/electronics11010141
Komisi Pengawas Persaingan Usaha. (2010). Peraturan Komisi Pengawas Persaingan Usaha Nomor 6 Tahun 2010 tentang Pedoman Pelaksanaan Pasal 25 mengenai penyalahgunaan posisi dominan.
Komisi Pengawas Persaingan Usaha. (2011). Peraturan Komisi Pengawas Persaingan Usaha Nomor 3 Tahun 2011 tentang Pedoman Pasal 19 Huruf D tentang praktek diskriminasi.
Kuncoro, M. (2005). Strategi bagaimana meraih keunggulan kompetitif. Erlangga.
Kusumaatmadja, M. (1995). Hukum, masyarakat, dan pembangunan nasional. Binacipta.
Mansyur, D. M. A., & Gultom, E. (2005). Cyber law (Aspek hukum teknologi informasi). Refika Aditama.
Mantili, R., Kusmayanti, H., & Afriana, A. (2016). Problematika penegakan hukum persaingan usaha di Indonesia dalam rangka menciptakan kepastian hukum. Padjadjaran Journal of Law (PJIH), 3(1), 115–130. https://doi.org/10.22304/pjih.v3n1.a7
Maribun, B. N. (2003). Kamus manajemen. Pustaka Sinar Harapan.
Nazhari, & Irkham, N. (2023). Analisis dugaan praktik predatory pricing dan penyalahgunaan posisi dominan dalam industri e-commerce. Jurnal Persaingan Usaha, 3(1), 77–91. https://doi.org/10.55869/kppu.v3i1.85
Pindyck, R. S., & Rubinfeld, D. L. (1998). Microeconomics (5th ed.). Prentice Hall International.
Qothrunnada, K. (2023, November 15). Jejak e-commerce di Indonesia waktu ke waktu, berawal dari Kaskus. Detik.com. https://finance.detik.com/berita-ekonomi-bisnis/d-6091087/jejak-e-commerce-di-indonesia-waktu-ke-waktu-berawal-dari-kaskus
Rachmawati, D. (2024, Mei 28). KPPU: Aksi monopoli Shopee bikin rugi bisnis jasa kurir di RI. Bisnis.com. https://ekonomi.bisnis.com/read/20240528/98/1768955/kppu-aksi-monopoli-shopee-bikin-rugi-bisnis-jasa-kurir-di-ri
Republik Indonesia. (1999). Undang-Undang Nomor 39 Tahun 1999 tentang Hak Asasi Manusia.
Republik Indonesia. (1999). Undang-Undang Nomor 5 Tahun 1999 tentang larangan praktik monopoli dan persaingan usaha tidak sehat.
Republik Indonesia. (2009). Undang-Undang Nomor 38 Tahun 2009 tentang Pos.
Sengge, A., Sudirman, & Umar, W. (2024). Pengawasan dan penegakan hukum e-commerce oleh KPPU dalam mengatasi persaingan usaha tidak sehat. Jurnal Hukum Lex Generalis, 5(11), 210–225.
Sugiarto, I. (2015). Perspektif ilmu ekonomi dan Undang-Undang Nomor 5 Tahun 1999 tentang larangan praktik monopoli dan persaingan usaha tidak sehat terhadap diskriminasi harga. Jurnal Wawasan Hukum, 2(2), 120–135. https://doi.org/10.25072/jwy.v33i2.101
Wawancara bersama penulis dengan Bapak Chandra Anugrah Pakpahan, Investigator KPPU, di Kantor Sekretariat Komisi Pengawas Persaingan Usaha RI, Jl. Ir. H. Juanda No. 36, Jakarta Pusat, 3 Juni 2025.
Widyawati, F. (2025, Februari 13). Keluhan terhadap layanan pick up LEX di platform Lazada. Media Konsumen. https://mediakonsumen.com/2025/02/13/surat-pembaca/keluhan-terhadap-layanan-pick-up-lex-di-platform-lazada
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Konstitusi : Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
