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"At globalization era nowadays, more and more many challenges faced by all businessmen in marketing the product. Therefore in face of the challenge all businessmen claimed to be able to plan and determine optimal marketing strategy in improving market compartment.PT. Coca-Cola Bottling Indonesia-Jakarta is peripatetic company in light beverage industry with cola's aroma, in Jakarta. In this time in the industry more and more competitor so that company better start to stand by itself to facing competition. In this case company have to own business strategy which do not holding on to previous experience only but also require to look for new information and use costing resource maximally so that the business can expand better. PT. Coca-Cola Bottling Indonesia-Jakarta run product strategy and price as important element in marketing program which is very have an effect on to, decision of purchasing by consumer.This research aim to blow farther concerning implementation of product strategy and price by PT. Coca-Cola Bottling Indonesia - Jakarta, and also its influence to decision of purchasing by consumer. Based on to target of the research hence the main theory is used as reference is Marketing mix theory, Especially at price and product strategy, and also theory Decision Making of Consumer in Purchasing.From result of research by used Analytic Descriptive Research Method with associative character by survey approach to research location and of Structure Equation Model (SEM) to 218 consumers spread in region of Jakarta, Bogor, Tangerang and Bekasi (Jabotabek) toward price and product strategy, shows that the product characteristic, market price analysis, and pricing strategy have influence of significant to decision of consumer to buy Coca-Cola's light beverage. This Matter is caused by customer tend to buy product with attribute which is easy to be recognized, owning to top-rat onto consumer's eyesight, and can be obtained with the competed price_ Individually, product strategy quality specially, product have an effect on to consumer's decision in purchasing of Coca-Cola's light beverage_ This Matter show that product with high quality can give impact to customer's loyalty. Hereinafter, price strategy specially at pricing strategy very has an effect on to decision of consumer in purchasing of Coca-Cola's light beverage. This Matter in line with Coca-Cola's strategy which is use price strategy where price sell standard ( snugly price) to each tidiness which is determined for all market segment have been accepted better by consumer and become one of the excellence competed to all competitor."

"Teknologi digital yang sangat maju telah mengubah pola masyarakat dalam melakukan perdagangan. Jika sebelumnya jual beli hanya dilakukan secara langsung di tempat tertentu, sekarang dapat dilakukan dari mana saja dengan bantuan teknologi dan jaringan internet atau secara elektronik. Perdagangan elektronik atau dikenal e-commerce merupakan proses pembelian dan penjualan barang dan jasa secara elektronik dengan menggunakan jaringan internet dan teknologi digital. Konsep bisnis e-commerce yang cukup diminati oleh perusahaan start-up di Indonesia menggunakan konsep bisnis marketplace yang merupakan tempat atau wadah untuk memasarkan produk secara elektronik dan mempertemukan penjual dan pembeli secara tidak langsung. Shopee merupakan marketplace yang sangat diminati oleh banyaknya konsumen hal ini dikarenakan banyaknya manfaat dan keuntungan dalam melaksanakan transaksi jual beli secara elektronik. Namun tidak menutup kemungkinan dengan melakukan transaksi jual beli secara elektronik memiliki risiko kerugian. Untuk dapat menyelesaikan permasalahan yang timbul dalam pelaksanaan transaksi jual beli secara elektronik melalui marketplace, Marketplace X menyediakan fitur resolusi atau bantuan penyelesaian masalah dengan cara mediasi pengembalian barang dan/atau dana. Penelitian ini bertujuan untuk menganalisis kebijakan syarat layanan dan proses penyelesaian sengketa konsumen melalui “mediasi” yang diselenggarakan oleh Marketplace X terkait dengan pengajuan pengembalian barang dan/atau dana. Metode penelitian yang digunakan oleh penulis dalam penelitian ini adalah metode penelitian yuridis normatif yang menggunakan pendekatan perundang-undangan (statue approach) dan pendekatan konseptual (conceptual approach) dengan bahan hukum primer dan bahan hukum sekunder. Berdasarkan hasil penelitian, penulis memperoleh jawaban atas permasalahan diatas, bahwa kebijakan syarat layanan yang ditetapkan oleh Marketplace X telah melindungi hak dan kewajiban konsumen maupun penjual sebagai pengguna atas layanan yang disedikan oleh Marketplace X, namun proses penyelesaian sengketa konsumen melalui “mediasi” yang diselenggarakan oleh Marketplace X tidak dapat dikatakan sebagai “mediasi” hal ini dikarenakan pada hakikatnya “mediasi” dibantu oleh pihak ketiga selaku moderator yang tidak memiliki kewenangan untuk memutuskan dan memaksa pihak yang bersengketa untuk tunduk terhadap keputusan melainkan harus berdasarkan kesepakatan bersama yang disepakati oleh para pihak yang bersengketa.

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Highly advanced digital technology has changed people's patterns of trading. If previously buying and selling was only done in person in certain places, now it can be done from anywhere with the help of technology and the internet or electronically. Electronic commerce, also known as e-commerce, is the process of buying and selling goods and services electronically using the internet and digital technology. The e- commerce business concept that is quite attractive to start-up companies in Indonesia uses the marketplace business concept which is a place or container for marketing products electronically and indirectly bringing together sellers and buyers. Shopee is a marketplace that is in great demand by many consumers, this is due to the many benefits and advantages of carrying out electronic buying and selling transactions. But do not rule out the possibility of making buying and selling transactions electronically has a risk of loss. To be able to resolve problems that arise in carrying out electronic buying and selling transactions through the marketplace, Marketplace X provides resolution features or problem-solving assistance by mediating the return of goods and/or funds. This study aims to analyze the policy terms of service and the process of resolving consumer disputes through "mediation" organized by the Marketplace X related to submitting returns of goods and/or funds. The research method used by the authors in this study is a normative juridical research method that uses a statutory approach and a conceptual approach with primary legal materials and secondary legal materials. Based on the results of the research, the authors obtained answers to the problems above, that the service terms policies set by the Marketplace X have protected the rights and obligations of consumers and sellers as users of the services provided by the Marketplace X, but the process of resolving consumer disputes through "mediation" organized by the Marketplace X cannot be said to be "mediation"."

"Skripsi ini membahas mengenai pencantuman klausula baku pada jenis perjanjian sewa beli, khususnya sewa beli kendaraan bermotor. Penelitian ini penting khususnya sebagai bentuk kesadaran masyarakat karena klausula baku yang dicantumkan dalam perjanjian baku ini sangat lekat dalam aktivitas ekonomi sehari-hari. Posisi masyarakat yang lebih inferior dalam hubungan ekonomi dengan para pelaku usaha mendorong perlu dibentuknya aturan yang mengatur dan memberikan perlindungan bagi setiap konsumen terutama dalam hal menghadapi perjanjian-perjanjian baku yang cenderung meletakan konsumen pada posisi yang sangat rentan terjadinya kerugian baik materil maupun immateril. Penelitian ini adalah peneltian preskriptif yang memaparkan penggunaan doktrin dan teori sebagai penunjang dan pelengkap ketentuan Undang-Undang tentang Perlindungan Konsumen di dalam menentukan adanya pelanggaran dalam pencantuman klausula baku pada perjanjian sewa beli benda bergerak atau kendaraan bermotor.

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This thesis define about inclusion standard clause in hire and purchase agreement. Particularly motor vehicle purchase and agreement. This research is important especially as a form of public awareness because the standard clause that include in standard contract attached in human economic daily activity. Society position as a consumer which more inferior in economic relations with businessman encourage the need for establish the rules that can protect each consumer in terms of encounter with standard contract which tends to lead consumer to a vulnerable position to disadvantage possibility both material and immaterial. This is a qualitative research with a prescriptive designe define the use of doctrine and theory as a supplementary provisions upon Consumer Protection Law in defining violation in inclousion standard clause in the term of hire and purchase agreement."