ANALISIS PENGGUNAAN ALGORITMA HARGA SEBAGAI BENTUK PERJANJIAN PENETAPAN HARGA DI INDONESIA
Abstract
Abstract
Pricing algorithm is a form of digitalization in the business sector. Pricing algorithm offers efficiency in making decisions regarding the pricing of good/services. Unfortunately, pricing algorithm can also be misused. One form of the misuse is to apply the pricing algorithm as a tool to adjust prices according to the prices used by business competitors. At this point, potential violations of Article 5 of Law Number 5 Year 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition emerge. This article regulates the prohibition of price fixing agreements. Pricing agreements are prohibited because they require consumers to purchase goods above competitive prices. Based on this background, issues to be discussed in this study are 1) the use of the pricing algorithm as a form of price fixing agreement and 2) proof of the use of the pricing algorithm as a form of price fixing agreement. This study uses a doctrinal method with a statutory and conceptual approach. From the analysis it can be concluded that 1) the use of pricing algorithm in which there is an order to adjust prices to competitor prices basically has the potential to become a form of price fixing agreement because it can fulfill the elements of Article 5 of Law 5/1999. 2) In proving the use of algorithms as a price fixing agreement, it is actually quite difficult because it has to meet the minimum bewijs. Most likely the existence of the algorithm itself is only evidence of clue which is classified as indirect evidence. Its existence must be supported by plus factors in the form of rationality analysis of pricing, market structure analysis, analysis of performance data, and/ or analysis of the use of collusion facilities.
Keywords: pricing algorithm; price fixing agreements; competition law
Abstrak
Algoritma harga merupakan sebuah bentuk masuknya digitalisasi di bidang bisnis. Algoritma harga menawarkan efisiensi dalam pengambilan keputusan terkait penentuan harga barang/jasa. Algoritma harga juga bisa disalahgunakan. Salah satu bentuk penyalahgunaannya adalah dengan menjadikan algoritma harga sebagai alat untuk menyesuaikan harga mengikuti harga yang digunakan oleh pelaku usaha pesaingnya. Pada titik inilah potensi pelanggaran Pasal 5 Undang-Undang Nomor 5 Tahun 1999 tentang Larangan Praktik Monopoli dan Persaingan Usaha Tidak Sehat muncul. Pasal ini mengatur tentang larangan perjanjian penetapan harga. Perjanjian penetapan harga dilarang karena membuat konsumen harus membeli barang/jasa di atas harga kompetitif. Berdasarkan latar belakang tersebut, rumusan masalah dalam penelitian ini adalah 1) penggunaan algoritma harga sebagai bentuk perjanjian penetapan harga dan 2) pembuktian terhadap penggunaan algoritma harga sebagai bentuk perjanjian penetapan harga. Penelitian ini menggunakan metode doktrinal dengan pendekatan perundang-undangan dan konseptual. Dari analisis yang ada dapat disimpulkan bahwa 1) penggunaan algoritma harga yang di dalamnya terdapat perintah melakukan penyesuaian harga dengan harga pesaing pada dasarnya berpotensi menjadi sebuah bentuk perjanjian penetapan harga karena dapat memenuhi unsur Pasal 5 UU 5/1999. 2) Dalam membuktikan adanya penggunaan algoritma sebagai perjanjian penetapan harga, sejatinya cukup sulit karena harus memenuhi bewijs minimum. Keberadaan algoritma sendiri kemungkinan besar hanya merupakan bukti petunjuk yang merupakan bukti tidak langsung. Keberadaannya harus didukung dengan plus factor berupa analisis rasionalitas penetapan harga, analisis struktur pasar, analisis data kinerja, dan/atau analisis penggunaan fasilitas kolusi.
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