ALTERNATIF PENYELESAIAN SENGKETA PERDATA DI ERA DIGITAL: UPAYA PERLINDUNGAN MEREK DALAM EKOSISTEM E-COMMERCE INDONESIA

Abstract

The advancement of digital technology has driven significant transformation in the trade sector, particularly through electronic commerce (e-commerce) systems. This shift has brought new challenges to the legal protection framework for intellectual property rights, especially trademarks. Trademark disputes on digital platforms are often difficult to resolve through conventional litigation, which tends to be slow, costly, and less adaptive to the nature of electronic transactions. This condition underscores the urgency of implementing Alternative Dispute Resolution (ADR), particularly Online Dispute Resolution (ODR), as a more flexible, swift, and efficient mechanism. This study aims to evaluate the effectiveness of ADR in providing legal protection for trademarks within Indonesia’s e-commerce ecosystem and to explore the potential integration of ADR with the national legal system and the internal policies of digital platforms. The findings indicate that ADR, through online mediation and arbitration, holds significant potential to expedite the resolution of trademark disputes. However, its effectiveness is still hindered by the absence of comprehensive regulations, imbalanced relations between consumers and business actors, weak external oversight of ODR processes, and the lack of a standardized national platform. The study concludes that ADR should not only be seen as an alternative option but can serve as a primary instrument for ensuring swift and affordable access to justice in the digital sphere. Therefore, regulatory reforms, strengthening the institutional capacity of ADR, enhancing digital legal literacy, and expanding the scope of the national complaint system such as SiPENA to cover intellectual property disputes are necessary. A progressively and adaptively designed ADR–ODR integration is expected to strengthen trademark protection and foster an e-commerce ecosystem that is fair, inclusive, and sustainable.

Abstrak

Kemajuan teknologi digital telah mendorong transformasi signifikan dalam sektor perdagangan, khususnya melalui sistem perdagangan elektronik (e-commerce). Perubahan ini membawa tantangan baru bagi sistem perlindungan hukum hak kekayaan intelektual, terutama terhadap merek dagang. Sengketa merek di platform digital kerap sulit diselesaikan melalui jalur litigasi konvensional yang cenderung lamban, berbiaya tinggi, dan kurang adaptif terhadap karakteristik transaksi elektronik. Kondisi tersebut menegaskan urgensi penerapan Alternatif Penyelesaian Sengketa (Alternative Dispute Resolution/ADR), khususnya melalui Online Dispute Resolution (ODR), sebagai mekanisme yang lebih fleksibel, cepat, dan efisien. Penelitian ini bertujuan mengevaluasi efektivitas ADR dalam memberikan perlindungan hukum terhadap merek di ekosistem e-commerce Indonesia, serta menggali potensi integrasinya dengan sistem hukum nasional dan kebijakan internal platform digital. Hasil penelitian menunjukkan bahwa ADR, melalui mediasi dan arbitrase daring, memiliki prospek signifikan untuk mempercepat penyelesaian sengketa merek. Namun, efektivitasnya masih terkendala oleh kekosongan regulasi yang komprehensif, ketimpangan relasi antara konsumen dan pelaku usaha, lemahnya kontrol eksternal terhadap proses ODR, serta ketiadaan platform nasional yang terstandarisasi. Kesimpulan penelitian menegaskan bahwa ADR tidak hanya menjadi pilihan alternatif, tetapi dapat berfungsi sebagai instrumen utama untuk menjamin akses keadilan yang cepat dan terjangkau di ranah digital. Untuk itu, diperlukan pembaruan regulasi, penguatan kapasitas kelembagaan ADR, peningkatan literasi hukum digital, serta perluasan cakupan sistem pengaduan nasional seperti SiPENA agar mencakup sengketa kekayaan intelektual. Integrasi ADR–ODR yang dirancang secara progresif dan adaptif diharapkan mampu memperkuat perlindungan merek dan menciptakan ekosistem e-commerce yang adil, inklusif, dan berkelanjutan.