ANALISIS POTENSI FRAUD DALAM PEROLEHAN CASHBACK PADA PENJUALAN HANDPHONE DI APLIKASI ONLINE TOKOPEDIA

Abstract

The rapid advancement of information technology has driven significant transformation in the trade sector, particularly through e-commerce platforms such as Tokopedia. To attract consumer interest, Tokopedia offers a cashback program as a marketing strategy. However, this program carries potential risks, especially fraudulent practices that may harm various parties. This study aims to analyze the potential for fraud in cashback claims related to smartphone sales on Tokopedia, identify the patterns of misconduct, and evaluate the effectiveness of current monitoring mechanisms.  This research employs a descriptive qualitative approach, with data collected through literature review, direct observation of the cashback feature, and interviews. Content analysis and data triangulation were used to enhance the validity of findings. The results indicate several forms of fraud, including transaction data manipulation, the creation of fictitious transactions, and the use of false identities to illegitimately claim cashback. The findings also suggest that stores offering higher cashback rates are more likely to engage in manipulative practices. Such cases threaten user trust and the overall integrity of the platform. As preventive measures, the study recommends that Tokopedia strengthen identity verification processes, enhance technology-based monitoring systems, and provide user education regarding the risks of fraud. This study is expected to serve as a reference in developing fairer, safer, and more sustainable digital promotional policies in the e-commerce industry.