Regression Analysis of the Effectiveness of Socialization of the Consumer Protection Law on Legal Awareness of E-Commerce Users

Abstract

The rapid growth of electronic commerce (e-commerce) has increased the need for legal protection for consumers conducting online transactions. However, many e-commerce users still have limited awareness of their legal rights and obligations as stipulated in Indonesia's Consumer Protection Law. This study aims to analyze the effect of the effectiveness of the dissemination of the Consumer Protection Law on the legal awareness of e-commerce users. The research employed a quantitative approach with an explanatory research design. The sample consisted of 50 e-commerce users selected through purposive sampling. Primary data were collected using a structured questionnaire with a five-point Likert scale. Prior to hypothesis testing, the research instrument was tested for validity and reliability, while the data were analyzed using classical assumption tests, including normality, heteroscedasticity, and linearity tests. The research hypothesis was tested using simple linear regression analysis. The results indicated that the effectiveness of the dissemination of the Consumer Protection Law had a positive and significant effect on the legal awareness of e-commerce users, with a significance value of 0.000 (< 0.05). The coefficient of determination (R²) was 0.494, indicating that 49.4% of the variation in legal awareness could be explained by the effectiveness of legal dissemination, while the remaining 50.6% was influenced by other factors outside the research model. These findings suggest that improving the quality and intensity of legal dissemination programs can enhance public legal awareness and strengthen consumer protection in digital commerce.