Distorsi Consumer Trust melalui Fake Review dalam Marketplace: Perspektif Hukum

This study aims to understand the phenomenon of fake reviews in digital marketplaces and examine their implications for the formation of consumer trust and consumer protection law. One of the features most widely used by consumers in online marketplaces is the review system, which allows users to share their experiences with products for other consumers. However, in practice, the review system does not always reflect genuine consumer experiences due to the emergence of fake reviews created in a non-authentic manner to influence consumer perceptions of a product. This research employs a qualitative approach using digital observation and documentation methods to analyze review systems in marketplaces such as Shopee and Tokopedia. The research data were collected by observing review patterns, product ratings, and textual characteristics of reviews appearing on various product pages. The findings show that reviews play an important role in shaping consumer trust because they serve as a primary source of information for consumers in evaluating product quality and seller reputation. However, the presence of fake reviews can create information distortion that potentially influences consumer perceptions and reduces trust in the review system available in marketplaces. In addition to affecting marketing aspects, fake review practices also have legal implications because they may violate the principle of providing honest information to consumers. Therefore, transparency in review systems and stronger supervision of review manipulation practices are essential to maintain consumer trust within the digital marketplace ecosystem.