Legal Protection for Consumers in E-commerce Transactions Based on the Consumer Protection Law

Along with the rapid development of e-commerce, consumer protection is a very important issue considering the potential losses that can be experienced by consumers in online transactions. This research aims to analyze legal protection for consumers in e-commerce transactions based on the Consumer Protection Law (UUPK, Undang-Undang Perlindungan Konsumen) in Indonesia. The research method uses a normative approach with juridical analysis of regulations governing consumer rights and obligations, as well as the role of consumer protection institutions such as the National Consumer Protection Agency and the Non-Governmental Consumer Protection Agency (LPKSM, Lembaga Perlindungan Konsumen Swadaya Masyarakat). The results show that although GCPL has regulated various consumer rights, the implementation of consumer protection in the e-commerce sector still faces various challenges, especially the lack of supervision, regulations that are not fully adaptive, and low consumer awareness. This research implies the need to strengthen the role of consumer protection institutions and update regulations so that consumer protection in e-commerce transactions can be more effective.