PRAKTIK PREDATORY PRICING DALAM PENJUALAN PRODUK GARNIER MEN DI TIKTOK SHOP (BERDASARKAN PRINSIP MAQASID SYARIAH)

Geovani, NIM.: 21103080085 (2025) PRAKTIK PREDATORY PRICING DALAM PENJUALAN PRODUK GARNIER MEN DI TIKTOK SHOP (BERDASARKAN PRINSIP MAQASID SYARIAH). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Predatory pricing is a pricing strategy in which products are sold at an extremely low price, often below production costs or market value, with the aim of eliminating competitors and establishing market dominance. This practice is categorized as a form of unfair competition because it threatens competitors’ sustainability, disrupts market mechanisms, and may harm consumers in the long term. The phenomenon of predatory pricing has become increasingly relevant in the digital era, particularly on e-commerce platforms such as TikTok Shop, which facilitates aggressive promotional campaigns with significantly discounted prices. This study focuses on examining predatory pricing practices in the sale of Garnier Men products on TikTok Shop, analyzed through the lens of Maqāṣid syariah as a normative framework.This research employs a qualitative approach with a normative-empirical legal research method. Primary data were obtained through interviews and direct observations of sales activities on TikTok Shop, while secondary data were collected from legal literature, statutory regulations, and relevant documentation on predatory pricing practices. The data were analyzed descriptively and analytically to assess the compliance of pricing strategies with Indonesian positive law, particularly Law No. 5 of 1999, and to evaluate consumer protection principles within the Maqāṣid syariah framework. The findings reveal that the marketing strategy of Garnier Men products on TikTok Shop demonstrates characteristics of predatory pricing, as prices were set significantly below market value during certain promotional periods, potentially threatening competitors. From a legal perspective, this practice indicates a violation of fair competition principles, while an analysis based on Maqāṣid syariah emphasizes the importance of protecting wealth (ḥifẓ al-māl) and ensuring justice in commercial transactions. In conclusion, predatory pricing practices on TikTok Shop not only potentially violate positive law but also contradict Islamic economic principles, thereby requiring stricter oversight by regulatory authorities.

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