Sianipar, Albert Tawarikh (2025) Penerapan strategi bisnis “bakar uang” (burn rate) oleh startup untuk mendisrupsi kompetitor ditinjau dalam hukum persaingan usaha. Masters thesis, Universitas Pelita Harapan.
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Abstract
Perkembangan digitalisasi ekonomi menjadikan Indonesia sebagai pasar yang dinamis, hal ini ditandai dengan munculnya ide-ide bisnis yang dikembangkan oleh generasi muda melalui aplikasi atau website, kemudian membentuk suatu badan usaha yang disebut dengan Startup. Dalam menarik perhatian masyarakat, Startup kerap kali melakukan promosi dengan menggunakan strategi “bakar uang” (burn rate) untuk mendapatkan target pasar. Strategi “bakar uang” (burn rate) tersebut dapat dikategorikan sebagai predatory pricing karena melakukan tindakan merugi atau menetapkan harga yang sangat rendah dengan maksud untuk menyingkirkan atau mematikan pelaku usaha pesaing di pasar bersangkutan.
Penelitian ini dilakukan untuk menganalisis bagaimana Undang-Undang Nomor 5 Tahun 1999 tentang Larangan Praktik Monopoli dan Persaingan Usaha Tidak Sehat melindungi proses Persaingan Usaha yang menerapkan strategi bisnis “bakar uang” (burn rate) dan bagaimana peran Komisi Pengawas Persaingan Usaha (KPPU) dalam menegakkan dan mengawasi strategi bisnis “bakar uang” (burn rate) yang dilakukan oleh Startup untuk mendisrupsi kompetitor.
Penelitian dalam makalah ini berbentuk penelitian deskriptif analitis dengan tujuan memberikan gambaran secara deskriptif tentang hasil analisis yang berkaitan dengan permasalahan yang diteliti. Metode pendekatan permasalahan yang akan digunakan dalam penelitian ini adalah pendekatan normatif-empiris. Penelitian hukum normatif-empiris mengkaji penerapan ketentuan hukum positif (peraturan perundang-undangan) dan kontrak secara faktual dalam setiap peristiwa hukum tertentu yang terjadi dalam masyarakat guna mencapai tujuan yang telah ditetapkan. Hasil penelitian menunjukkan bahwa Undang-Undang Nomor 5 Tahun 1999 tentang Larangan Praktik Monopoli dan Persaingan Usaha Tidak Sehat tidak secara tegas memberikan perlindungan terhadap proses Persaingan Usaha yang dilakukan oleh Startup dalam menjalankan strategi bisnis “bakar uang” (burn rate). Pengawasan oleh KPPU hanya berfungsi untuk menjaga sistem ekonomi pasar yang baik dan seimbang, serta negara yang efisien melalui kegiatan produksi, yang dapat dioptimalkan biayanya dengan pemanfaatan sumber daya secara efisien, hingga kegiatan konsumsi masyarakat secara proporsional dan memiliki keuntungan yang tinggi.
/ The development of digitalization of the economy has made Indonesia a dynamic market, this is marked by the emergence of business ideas developed by the younger generation through an application or website, then forming a business entity called a Startup. In attracting public attention, Startups often promote using the "burn money" strategy (burn rate) to get the target market. The "burn money" strategy (burn rate) can be categorized as predatory pricing because it carries out loss-making or sets very low prices with the intention of eliminating or killing competing business actors in the relevant market.
The study was conducted to analyze how Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition protects the Business Competition process that implements the "burn money" business strategy (burn rate) and how the role of the Business Competition Supervisory Commission (KPPU) in enforcing and supervising the "burn money" business strategy (burn rate) carried out by Startups to disrupt competitors.
The research in this paper is in the form of analytical descriptive research with the aim of providing a descriptive description of the results of the analysis related to the problem being studied. The method of approach to the problem that will be used in this study is the empirical normative approach. Empirical normative legal research examines the implementation of positive legal provisions (legislation) and contracts factually in every specific legal event that occurs in society in order to achieve predetermined goals.
The results of the study indicate that Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition does not explicitly protect the Business Competition process carried out by Startups in implementing the "burn money" business strategy (burn rate). Supervision by KPPU only functions to maintain a good and balanced market economic system, as well as an efficient state through production activities, which can be optimized costs with efficient use of resources, to community consumption activities proportionally and have high profits.
Item Type: | Thesis (Masters) |
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Creators: | Creators NIM Email ORCID Sianipar, Albert Tawarikh NIM01659210028 oricksianipar@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Silalahi, Udin NIDN0320095801 UNSPECIFIED |
Uncontrolled Keywords: | Startup ; Burn Rate ; Investor ; Predatory Pricing ; Hukum Persaingan Usaha |
Subjects: | K Law > K Law (General) |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Law > Master of Law Current > Faculty/School - UPH Karawaci > Faculty of Law > Master of Law |
Depositing User: | Albert Tawarikh Sianipar |
Date Deposited: | 02 Jul 2025 02:53 |
Last Modified: | 02 Jul 2025 02:53 |
URI: | http://repository.uph.edu/id/eprint/69024 |