Shopee Digital Marketing Strategy Analysis From a Business Law Perspective

This study aims to analyze Shopee's digital marketing strategy from a business law perspective, focusing on the interaction between innovative marketing practices and compliance with applicable legal regulations. Shopee, as one of the leading e-commerce platforms in Southeast Asia, has succeeded in attracting consumers through various digital marketing strategies, including the use of social media, influencer marketing, and data-driven promotions. However, in implementing these strategies, Shopee is faced with significant legal challenges, including personal data protection, fair marketing practices, and compliance with consumer protection and e-commerce laws.The research method used is a qualitative study with a descriptive approach, involving an in-depth analysis of Shopee's marketing policies and a review of related legal regulations. Data were obtained through literature reviews, analysis of Shopee's policy documents, and interviews with practitioners in the fields of law and digital marketing. The results of the study show that Shopee implements various innovative and responsive marketing strategies to consumer behavior. For example, the integration of big data technology in understanding user preferences and creating a personalized shopping experience.However, this study also found potential violations of the law, such as the risk of misuse of consumer data and lack of transparency in marketing practices. This raises questions about Shopee's responsibility as an e-commerce platform provider in protecting consumer rights. This finding indicates the need for a more proactive approach in ensuring regulatory compliance and creating a balance between marketing innovation and legal protection.