Consumer protection is an important aspect to manage and maintain market
stability, especially in the context of pricing. Therefore Consumer protection is
important to keep rights of the consumer. Malioboro is a tourist attraction which is
located in Yogyakarta, a lot of tourist come to Malioboro to spend their holiday.
Therefore many business in Malioboro take advantage of Malioboro which become
tourist attraction not only for Indonesian but also foreign tourist. For example food
business in Malioboro set the price for their food higher than other places for the
same food, the price that their set is very high so they can obtain most profit from
tourist. This research was conducted with empirical legal research approach and
an interview with informant which are Kepala Seksi Layanan Bisnis Umum, Kepala
Subbagian dan Kepegawaian UPT Cagar Budaya,, Ketua PAPELA and Gudeg and
Pecel businessman that selling in Malioboro and Filling Questionnaire by the
consumer, the businessman that interviewed in this research amount 23 tenants and
customer that fiilled the questionnaire amount 45 people. The result of this research
are, most businessmen in Malioboro already put price on their menu, but some
businessman that selling at sidewalk of Malioboro still not put price on their menu.
The developer of Teras Malioboro 1 and Teras Malioboro 2 has ensure the
consumer rights by oblige the businessman to put the price on their menu.