Abstract
This study aims to examine the enforcement of consumer rights protection in live shopping transactions on digital commerce platforms from a sociology of law perspective. Live shopping, as a form of social commerce that combines real-time video broadcasting with direct purchasing features, has given rise to various forms of consumer rights violations, including misleading product representations, high-pressure sales tactics, inadequate pre-contractual information, and constrained access to complaint and refund mechanisms. This research employs a normative-juridical method enriched with a sociological approach, examining statutory regulations, doctrines, and secondary data through library research. The analysis is directed at the relationship between legal structure, legal substance, and legal culture, following Lawrence Friedman's legal system theory, in explaining the gap between law in the books and law in action. The findings indicate that although the normative framework for consumer protection in Indonesia, encompassing Law Number 8 of 1999, the Electronic Information and Transactions Law, and sector regulations such as Minister of Trade Regulation Number 19 of 2026, has been formulated comprehensively, its enforcement in live shopping practices remains constrained by weak legal culture among business actors and consumers, ambiguous distribution of platform responsibility, and limited institutional capacity for real-time digital supervision. This study concludes that strengthening consumer rights enforcement in live shopping requires an integrative approach that combines regulatory reinforcement with the cultivation of legal awareness among all social actors involved in the digital commerce ecosystem.
