TANGGUNG JAWAB PELAKU USAHA TERHADAP KERUGIAN KONSUMEN DALAM TRANSAKSI ONLINE

Abstract

This study aims to analyze the responsibility of business actors in consumer protection within digital transactions. A quantitative approach was employed using a cross-sectional survey method to examine the relationship between business responsibility and the level of consumer loss. The findings reveal that stronger business responsibility significantly reduces the risk of consumer loss, particularly through enhanced transparency, service quality, and effective complaint-handling mechanisms. The study also identifies a gap between legal norms and their practical implementation, especially in the increasingly complex digital economy. These findings highlight the need for strengthened regulatory frameworks, improved oversight, and multi-stakeholder collaboration to establish a more effective and adaptive consumer protection system.