e-ISSN: 2723-6692 🕮 p-ISSN: 2723-6595
Jurnal Indonesia Sosial Sains, Vol. 4, No. 05, Mei 2023 433
a reciprocal arrangement known as buying and selling, one party (the seller) pledges to
transfer ownership rights to an item, while the other party (the buyer) pledges to pay a price in
the form of a monetary amount in exchange for obtaining ownership rights (Naibaho,
Simangungsong, & Nababan, 2019) .
Because their wants for the desired items and/or services will be met, this circumstance
favors customers. In addition, they can also choose goods and/or services according to their
wishes and abilities. But on the other hand, this condition will force business actors to look for
effective marketing methods to increase consumer buying interest in the goods and/or services
they offer. Thus, efforts to protect consumers are something that is considered important and
absolute (Winoto, 2018) .
Buyers are the people who use products or potentially benefits that are presented in the
public eye, both for their own advantage and that of their families, companions, collaborators,
and other living things, and not with the end goal of exchange, as characterized by Regulation
Number 8 of 1999 in Article 1 Number (Winoto, 2018) . While Article 1 Number 3 expresses
that a business entertainer is any individual or business substance, whether or not it is a legal
entity, that is based in the Republic of Indonesia and has a place of business there or engages in
activities there, either alone or jointly through a contract to organize business activities in
various economic sectors.
Consumers' focus has been slightly narrowed with the passage of Law No. 8 of 1999
concerning Consumer Protection, which governs business actors' and consumers' rights and
obligations to make them more secure and is anticipated to serve as a legal safety net for
consumers. Consumers had no legal protection if they suffered losses, defects, or even death as
a result of ingesting faulty items prior to the passage of Law Number 8 of 1999 concerning
Consumer Protection. Consumers are defined as anyone who uses commodities or services that
are readily available in the community for themselves, their families, or other people, as well as
other living things, and who are not to be exchanged or traded.
The relationship between sellers as business actors and consumers must be maintained
properly. The seller also knows whether there is anything to consider before being marketed or
sent to consumers regarding the feasibility of the goods. The eligibility in question is the
condition of the goods by the information submitted by the seller, according to what is in the
advertisement, the seller has ethics when trading his goods. Consumers initially know the
condition of the goods only from the explanation of the party called the seller as a business
actor so that all aspects regarding consumer trust are left entirely to the seller.
Consumers in the use of a product previously required to be careful. On the other hand, it
also requires business actors, in this case, sellers, to be more careful and honest in selling
goods, and requires factories to be more careful in producing a product that will later be
distributed by sellers so as not to cause harm to consumers because there are several goods. it
can be said to be defective, that is when the goods during their manufacture do not meet the
existing standards, the shape of the goods that are not suitable, or have deficiencies related to
the condition of the goods does not have enough information.
Consumers need to know that they have the right to get protection when dealing with
sellers or producers in conducting trade transactions so that when a loss occurs on the part of
the consumer caused by the seller or producer, the consumer can demand that the seller or
producer be responsible for the loss suffered by the consumer. The problem of consumer
protection has recently received public scrutiny because in practice there are many low-quality
goods produced by producers (Mahawyahrty & Danyathi, n.d.) .
The relationship between sellers as business actors and consumers must be maintained
properly. The seller also knows whether there is anything to consider before being marketed or
sent to consumers regarding the feasibility of the goods. The eligibility in question is the