Dampak Penutupan TikTok Shop 2023 pada UMKM di Indonesia dan Kepastian Hukum Digital
DOI:
https://doi.org/10.26623/julr.v8i3.13107Keywords:
E-Commerce, Legal Protection, Regulation , Small BusinessAbstract
This study examines the impact of Minister of Trade Regulation Number 31 of 2023 on the sustainability of micro, small, and medium enterprises (MSMEs) in Indonesia and evaluates TikTok’s acquisition of Tokopedia as a legal adaptation strategy in response to changes in digital trade regulation. TikTok Shop, as a form of social commerce, has transformed consumer purchasing behavior and disrupted conventional markets, giving rise to unfair competition practices and declining MSME revenues. Previous studies have primarily emphasized the normative aspects of the regulation without assessing its post-closure impact on MSMEs and corporate adaptation strategies. This research employs a normative juridical method using statutory, conceptual, and case approaches, complemented by qualitative analysis of legal and socio-economic implications. The findings indicate that the implementation of Regulation No. 31/2023 resulted in the temporary closure of TikTok Shop, but has not significantly restored conventional MSME sales due to enduring shifts in consumer behavior toward digital transactions. TikTok’s acquisition of Tokopedia represents regulatory compliance that creates a hybrid business model integrating social media and marketplace functions. The novelty of this study lies in its comprehensive assessment of regulatory effectiveness, digital legal certainty, and business adaptation strategies in fostering a more equitable and sustainable digital commerce ecosystem.
Penelitian ini menganalisis dampak penerapan Peraturan Menteri Perdagangan Nomor 31 Tahun 2023 terhadap keberlanjutan usaha mikro, kecil, dan menengah (UMKM) di Indonesia serta menilai akuisisi Tokopedia oleh TikTok sebagai strategi adaptasi hukum dalam menghadapi perubahan regulasi perdagangan digital. TikTok Shop sebagai bentuk social commerce telah mengubah perilaku belanja konsumen dan menimbulkan disrupsi terhadap pasar konvensional, yang memicu praktik persaingan tidak sehat dan penurunan omzet UMKM. Penelitian terdahulu cenderung berfokus pada aspek normatif regulasi tanpa mengkaji dampak empiris pasca penutupan TikTok Shop dan implikasi strategi adaptasi korporasi digital. Penelitian ini menggunakan metode yuridis normatif dengan pendekatan perundang-undangan, konseptual, dan kasus, disertai analisis kualitatif terhadap implikasi hukum dan sosial-ekonomi. Hasil penelitian menunjukkan bahwa penerapan Permendag 31/2023 menyebabkan penutupan sementara TikTok Shop, namun belum secara signifikan memulihkan omzet UMKM konvensional akibat perubahan permanen perilaku konsumen menuju transaksi digital. Akuisisi Tokopedia oleh TikTok merupakan bentuk kepatuhan hukum yang melahirkan model bisnis hibrida antara media sosial dan marketplace. Kebaruan penelitian ini terletak pada analisis komprehensif yang mengaitkan efektivitas regulasi, kepastian hukum digital, dan strategi adaptasi bisnis dalam membangun ekosistem perdagangan digital yang lebih adil dan berkelanjutan.
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