Analisis Hukum Undang Undang Perlindungan Konsumen Dalam Jual Beli Melalui Live Shopping Di E-commerce TikTok Shop

This study evaluates consumer protection in transactions conducted through live Shopping on TikTok Shop, recognizing that while this phenomenon is becoming increasingly popular in Indonesia, it still faces challenges in regulatory implementation. The primary focus of the research is on the conformity of products received by consumers and the responsibilities of business operators, with an analysis of the Consumer Protection Act (UUPK), Government Regulation No. 71 of 2019 (PP PMSE), and the Electronic Information and Transactions Act (UU ITE). Although these regulations provide a solid legal foundation, the study finds that there are still weaknesses in their implementation, particularly in dispute resolution mechanisms and content supervision during live Shopping. Therefore, this research emphasizes the need for additional measures to strengthen consumer protection and offers relevant policy recommendations for the government, business operators, and consumers in the digital era.