Perlindungan Konsumen Terhadap Praktik Upselling Dalam Strategi Pemasaran Produk Makanan. (Consumer Protection Against Upselling Practices in Food Product Marketing Strategies).

Ulya, Selma Lailatul (2024) Perlindungan Konsumen Terhadap Praktik Upselling Dalam Strategi Pemasaran Produk Makanan. (Consumer Protection Against Upselling Practices in Food Product Marketing Strategies). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The issue of upselling is often detrimental to consumers because it makes them the object of business to achieve maximum profits. The main issue in this paper is the case involving J.co as a business actor who conducts upselling offers in a non�transparent manner can be considered as fraud, where consumers do not get enough information about the benefits and additional costs of the products or services offered. The problem raised in this research is how the legal protection of consumers from harmful upselling practices and legal efforts against business actors who carry out marketing strategies that harm consumers. This research aims to assess the extent to which upselling practices comply with existing regulations, as well as provide recommendations to regulators and stakeholders regarding consumer protection and the development of stricter regulations or ethical guidelines. The approach method used in this research is a normative legal approach. It is a legal research method that involves reference to secondary legal materials or library materials. The results of this study show that the Consumer Protection Law protects consumer rights from harmful marketing practices, including non-transparent upselling strategies. Article 4 of the Consumer Protection Law guarantees consumers' rights to choose and receive goods/services in accordance with clear promises and exchange rates, as well as correct information about the condition and guarantee of the goods/services. Article 7 letter b regulates the obligation of business actors to provide clear and honest information. Article 10 of the Consumer Protection Law prohibits business actors from offering goods and/or services in a misleading manner. With this, there is protection in the form of the right to obtain accurate and transparent information, the obligation for business actors to act in good faith in providing information, and the prohibition of misleading upselling practices. In the event of a violation, Article 45 of the Consumer Protection Law states that consumers can take legal steps through litigation or non-litigation, such as mediation at the Consumer Dispute Resolution Agency or a lawsuit to the court. Violating business actors may be subject to administrative or criminal sanctions.

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