This research aims to examine legal protections for consumers engaging in transactions through e-commerce platforms by purchasing secondhand goods (thrifting). The main focus is to evaluate the implementation of Law Number 8 of 1999 on Consumer Protection in the context of thrifting through e-commerce. The study scrutinizes the legal mechanisms available to safeguard consumers in online
secondhand purchases and assesses the effectiveness of existing regulations in ensuring safe and beneficial transactions for consumers. The research employs Empirical Legal Research methodology, utilizing primary data obtained from interviews with respondents and secondary data from
legislation and related literature. The study's population consists of students from Atma Jaya University Yogyakarta (UAJY) who are e-commerce Consumers, sampled using Purposive Sampling techniques. Data analysis is conducted qualitatively on both primary and secondary data.
Findings indicate that despite existing regulations and oversight efforts, consumer protection in e-commerce transactions faces significant challenges. Cases of product mismatches, fraud, and sales of unsuitable goods suggest that consumer protection measures are not yet optimal. Enhancing consumer awareness of their rights, stronger law enforcement, and transparency and accountability in ecommerce transactions are essential. Intensive education, stringent monitoring, and strict penalties for violations are key to improving consumer protection in the future.
Consequently, collaborative efforts involving government, e-commerce platforms, and society are necessary to create a safer, more transparent, and fair e-commerce environment.