Implementation of Law Number 8 of 1999 concerning Consumer Protection at the Dhiandra Brownies MSMEs in Malang

Abstract

The development of Micro, Small, and Medium Enterprises (MSMEs) in the food sector plays an important role in the national economy. However, it also faces challenges in ensuring consumer protection, particularly regarding product safety, information transparency, and business actors’ responsibilities. This study aims to analyze the implementation of Law Number 8 of 1999 concerning Consumer Protection at Dhiandra Brownies MSME in Malang City and to identify the factors influencing its implementation. This research employed a qualitative method with an empirical juridical approach. Data were collected through a literature review of relevant laws and regulations, books, and scholarly publications, as well as through interviews and observations conducted at Dhiandra Brownies MSME. The data were analyzed descriptively and evaluatively to assess the conformity between legal provisions and business practices. The results indicate that the implementation of Law Number 8 of 1999 at Dhiandra Brownies MSME has been relatively effective. This is reflected in the provision of product information to consumers, efforts to maintain product quality and safety, and the fulfillment of business actors’ responsibilities aimed at ensuring customer satisfaction. These practices demonstrate the fulfillment of consumers’ rights to information, security, comfort, and safety in consuming food products. Supporting factors include the commitment of business owners, efforts to maintain consumer trust, and the utilization of digital media to disseminate product information. Meanwhile, inhibiting factors include limited legal understanding of consumer protection regulations, limited business resources, and the lack of optimal socialization and guidance for MSME actors

Keywords: Consumer Protection, Law Number 8 of 1999, MSMEs