STUDI KASUS IMPLEMENTASI ONLINE DISPUTE RESOLUTION (ODR) DALAM PENYELESAIAN SENGKETA KONSUMEN TERKAIT REFUND DI MARKETPLACE SHOPEE DI KOTA MALANG

This study examines the issues of Online Dispute Resolution (ODR) in resolving consumer disputes regarding refunds on the Shopee marketplace. The problem formulation includes the mechanisms for implementing ODR in dispute resolution and the obstacles faced by consumer. The research objectives are to analyze the ODR implementation mechanisms and identify the obstacles faced by consumers. The method used is empirical juridical with a sociological approach, through interviews with five informants in Malang City. It employs the theory of legal effectiveness. The results show that Shopee’s ODR mechanism occurs in stages, starting from communication with the seller, claim submission, review, investigation, to the refund decision. However, there are main obstacles such as unclear evidence standards, unilateral resolution by sellers, lack of transparency, communication failures, and loss of consumer control over the final decision, so that the effectiveness of consumer protection is not yet optimal despite its potential as a digital innovation for dispute resolution. The conclusion states that consumer legal protection is not yet maximal due to these obstacles. The recommendations include increased transparency and speed by Shopee, consumers must prepare complete evidence, and seller responsiveness for fair and effective resolution.