ENDORSEMENT SEBAGAI ALAT PEMASARAN MELALUI MEDIA SOSIAL DALAM PERSPEKTIF HUKUM EKONOMI SYARIAH

Abstract

The development of information media in
Indonesia has caused many forms of advertising and types
of advertisements such as on Instagram social media.
Currently Instagram has penetrated into a business land for
someone in promoting and selling products, goods or
services to other Instagram users. To attract consumers, a
company or Online Shop uses various kinds of promotions.
One of them is marketing through endorsment.
Endorsement is a channel of brand communication, where
celebrities act as spokespersons and endorse the brand with
all attributes of popularity, personality, and social status of
the celebrity. But often endorsers or celebrities in
promoting a product through social media are not honest
or give a wrong perception or are not in accordance with
the quality of the product advertised to consumers.
This study aims to find out how endorsment as a marketing
tool through social media in the perspective of sharia
economic law. This type of research is field research.
While the nature of research is descriptive. Data collection
was conducted using interview and documentation
techniques. The data findings are described descriptively
and analyzed using inductive thinking.
Based on the results of research and discussion, researchers
can conclude that: The practice of endorsment in IAIN
Metro students still has celebrities who are dishonest or
give perceptions that contain elements of fraud or are not
in accordance with the quality of products promoted to
consumers and promotions that cannot be proven true. This
endorsment practice is allowed if it is in accordance with
the rules of an endorser. Such as using good and polite
language, not showing aurat, not containing immorality or
slander by comparing promoted products with other
products and promotions that contain real and true praise
and not engineered