Analisis “Predatory pricing” TikTok Shop di Tengah Pemanfaatan Media Sosial Bagi UMKM Indonesia

Abstract

The phenomenon of tik tok shops which are suspected of carrying out predatory pricing practices
against UMKM in Indonesia is being widely discussed in the local environment. Therefore, we
surveyed several people, preferably young people and UMKM who use Tik Tok Shop as well as
offline UMKM and asked for responses regarding the use of Tik Tok Shop from both consumer and
seller perspectives. Knowing the importance of awareness of the impacts caused by tik tok shops
and their influence on the sustainability of UMKM requires study and introspection from various
parties to protect and support local products. With qualitative research methods. It started with
concerns from offline traders in markets who complained that their merchandise was empty because
customers chose to buy necessities at Tik Tok shops where the prices were cheaper. This concern
was heard by the Indonesian trade minister, Zulkifli Hasan, who immediately visited traders in the
markets. This topic was also discussed when there was a limited meeting chaired directly by
President Jokowi at the Presidential Palace. Through the Ministry of Trade, the government issued
Ministry of Trade Regulation No. 31 of 2023 which is expected to better protect UMKM and
supervise social commerce. Of course, this raises pros and cons from various groups.