ANALISIS KEBIJAKAN PEMERINTAH BERDASARKAN PERMENDAG NOMOR 31 TAHUN 2023 MENUTUP TIKTOK SHOP DALAM UPAYA MENYELAMATKAN PEDAGANG KONVENSIONAL DI INDONESIA

Abstract

Tiktok shop is an additional feature launched by Tiktok to facilitate content creators, as an innovative social commerce that can reach producers, sellers, buyers and creators in providing a cheap and easy shopping experience without shipping costs with the Tiktok shop feature brand producers and sellers are enabled to grow their business through live shopping they can collaborate with content creators. Tiktok shop was present on April 21, 2021 and closed on October 4, 2023. The problem faced since the presence of Tiktok shop is the loss of conventional traders such as the Tanah Abang market which is empty of visitors because people prefer to wait for groceries from home to arrive safely. Based on Permendag No. 31 of 2023, Tiktok shop was officially closed on the grounds that it was detrimental to conventional traders in Tanah Abang, the live feature on Tiktok shop provides great benefits for online sellers, Tiktok shop is only used as a promotion, there are regulations governing new technology. the method used in this research is a qualitative descriptive analysis method, namely by analyzing, describing the existing situation. The government is firm in making policies in deciding what steps will be taken after Tiktok shop is closed, of course, many online business actors are disadvantaged