Dark Patterns sebagai Bentuk Manipulasi Perilaku Konsumen Digital: Analisis Interdisipliner terhadap Dampak Psikologis, Hukum, dan Ekonomi dari Praktik Desain Manipulatif dalam Ekosistem  E-Commerce Global

Rizha Claudilla Putri

doi:10.31004/riggs.v4i2.611

Authors

Rizha Claudilla Putri Universitas Sriwijaya

DOI:

https://doi.org/10.31004/riggs.v4i2.611

Keywords:

Dark Patterns, Manipulasi Digital, Perlindungan Konsumen, E-Commerce, Psikologi Konsumen, Regulasi Digital

Abstract

Penelitian ini menganalisis fenomena dark patterns sebagai bentuk manipulasi perilaku konsumen dalam ekosistem e-commerce global melalui pendekatan interdisipliner yang menggabungkan perspektif psikologis, hukum, dan ekonomi. Dark patterns merupakan teknik desain antarmuka yang secara sengaja dirancang untuk memanipulasi konsumen agar melakukan tindakan yang tidak sesuai dengan preferensi sebenarnya. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan library research untuk menganalisis dampak dark patterns terhadap perilaku konsumen digital. Hasil penelitian menunjukkan bahwa dark patterns memiliki dampak signifikan terhadap pengambilan keputusan konsumen, dengan efek psikologis berupa eksploitasi bias kognitif, dampak hukum berupa potensi pelanggaran hak konsumen, dan dampak ekonomi berupa distorsi pasar dan kerugian konsumen. Studi ini juga mengungkapkan bahwa regulasi saat ini masih belum memadai dalam mengatasi kompleksitas dark patterns, sementara dampak ekonominya mencapai miliaran dolar secara global. Penelitian ini memberikan kontribusi teoretis dalam memahami mekanisme manipulasi digital dan praktis dalam pengembangan kerangka regulasi yang lebih efektif untuk melindungi konsumen di era digital.

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