Praktik Promosi dan Diskon yang Menyesatkan sebagai Pelanggaran Etika Bisnis terhadap Konsumen di Marketplace
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Abstract
Pertumbuhan pesat marketplace telah mengubah pola konsumsi global, namun praktik promosi dan diskon menyesatkan (dark commercial patterns) semakin marak dan merugikan konsumen. Di Indonesia, fenomena ini terjadi secara sistemik dengan YLKI mencatat 1.675 pengaduan konsumen sepanjang 2024 dan 91% responden survei pernah mengalami kesulitan berbelanja. Penelitian ini bertujuan menganalisis pengaruh praktik promosi dan diskon menyesatkan terhadap niat beli ulang konsumen marketplace di Indonesia melalui mediasi persepsi etika peritel online dan kepercayaan konsumen. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan sampel 188 responden pengguna marketplace. Data dianalisis menggunakan SEM-PLS dengan SmartPLS 4. Hasil penelitian menunjukkan kepercayaan konsumen merupakan faktor utama pendorong niat beli ulang (β=0,563; p=0,000) dan persepsi etika peritel online berpengaruh kuat terhadap kepercayaan konsumen (β=0,777; p=0,000). Namun, praktik promosi menyesatkan justru menunjukkan pengaruh positif terhadap persepsi etika dan niat beli ulang, tidak sesuai hipotesis. Mediasi berantai terbukti signifikan (β=0,108; p=0,028). Temuan ini mengindikasikan konsumen muda Indonesia tetap memiliki niat beli ulang selama promosi memberikan manfaat ekonomi, sehingga penguatan regulasi perlindungan konsumen digital dan strategi membangun kepercayaan menjadi krusial bagi keberlanjutan bisnis marketplace jangka panjang.
Keywords: Praktik promosi menyesatkan, Etika bisnis, Kepercayaan konsumen, Niat beli ulang, Marketplace, Dark patterns
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