%0 Thesis
%9 Skripsi
%A Miftaqhul Nur Khasanah, NIM.: 19103040132
%B FAKULTAS SYARI’AH DAN HUKUM
%D 2023
%F digilib:61721
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Predatory Pricing, Persaingan Usaha , Banting Harga
%P 107
%T PRAKTIK PREDATORY PRICING LIVE TIKTOK SHOP BERDASARKAN UNDANG – UNDANG NOMOR 5 TAHUN 1999 TENTANG LARANGAN PRAKTIK MONOPOLI DAN PERSAINGAN USAHA TIDAK SEHAT
%U https://digilib.uin-suka.ac.id/id/eprint/61721/
%X In the current era of globalization, technology provides enormous benefits  in various aspects of life because it provides various positive impacts to improve  quality in each aspect which is of course related to human life in the era of  globalization where the majority need the internet more. As we know, there are  currently many companies that use E-Commerce-based technological advances,  one of which is TikTok, which is a social network and music video platform from  China. In an effort to introduce the Tiktok Shop feature that is of great interest to  users, TikTok is also trying to burn money by providing several discounts as well  as massive promos whose prices are far below normal prices/market prices  (Predatory Pricing). Usually, drastic price discounts are carried out when sellers go  live and are considered to have an impact on business competition. It is from this  statement that researchers are interested in discussing the practice of slashing prices  at the Live Tiktok Shop in terms of Law No. 5 of 1999.  This research is a qualitative research with data obtained from conducting  interviews and literature studies. This research is descriptive analytical using a  statutory approach (Statue approach). Data analysis in this study was carried out by  summarizing the data that had been obtained from the results of the interviews and  would be supplemented by other sources, such as books, articles, journals, and so  on to support the results of the interviews.  The results of the study show that the discounted price carried out by  Fashionable525_ by means of Live and providing a lower price than the market  price cannot be said to be predatory pricing, because some of the elements listed in  Article 20 of Law Number 5 of 1999 are not all fulfilled, and the effect of the  practice of slashing prices carried out by Fashionable525_ is based on 4 factors,  including getting wholesale prices, attracting buyers, increasing sales with a  quantity strategy and also strategies to achieve profits.
%Z Pembimbing: Faisal Luqman Hakim, S.H., M.Hum.