ANALISIS YURIDIS NORMATIF DUGAAN PREDATORY PRICING (JUAL RUGI) DALAM PRAKTIK FLASH SALE PADA FITUR LIVE STREAM DALAM APLIKASI TIKTOK DITINJAU DARI HUKUM PERSAINGAN USAHA

Technological improvements have a major impact on the economy, especially through the use of digital media in business activities through s-commerce. TikTok, as a short video hosting application, presents an innovation in buying and selling through Live Streams that take advantage of consumer psychological responses by providing large discounts during Live Streams, which are generally short. This thesis aims to analyze the potential for Predatory Pricing in the context of Flash Sales on the Live Stream feature on TikTok and its impact on business competition in Indonesia based on Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition. The research method used is normative juridical analysis by examining relevant data and literature. Based on the analysis, there is not enough evidence that Flash Sales use Live Streams on TikTok that show Predatory Pricing practices, because the elements of loss-selling practices in Article 20 of Law Number 5 of 1999 are not fulfilled, namely with the intention of eliminating or killing competitors to monopolize the market. In addition, Predatory Pricing is considered unethical in business. Business actors must prioritize the principles of fair and fair competition, including in Flash Sales on Live Streams. The conclusion of this study emphasizes the importance of strict supervision and law enforcement against practices that have the potential to violate business competition laws, as well as education for business actors about business ethics and fair competition. The suggestion submitted is that the regulation and supervision be stricter by the Business Competition Supervisory Commission (ICC) as an enforcer of business competition law.