ANALISIS MITIGASI DARK PATTERN PADA E-COMMERCE DI INDONESIA

Abstract

The rapid growth of e-commerce in Indonesia has significantly boosted digital transactions but also introduced new challenges, notably the rise of dark patterns, interface designs that manipulate consumer decisions. These practices cause financial and psychological harm while undermining digital market fairness. This study employs a qualitative descriptive approach through literature review, international benchmarking, and cost–benefit analysis of two main issues: consumer losses and weak oversight of manipulative sales practices. Findings reveal that Indonesia lacks explicit regulations prohibiting dark patterns, with enforcement remaining reactive. Benchmarking with the EU, South Korea, India, and the US highlights the importance of ethical design guidelines and UI/UX audits to enhance transparency. Policy recommendations include establishing a legal definition and prohibition of dark patterns, implementing UI/UX guidelines and annual audits, promoting digital literacy, and developing AI-based detection tools to strengthen consumer protection in the digital trade ecosystem.