Endorsement sebagai media pemasaran melalui instagram perspektif hukum ekonomi syariah

Gumati, Nisa (2018) Endorsement sebagai media pemasaran melalui instagram perspektif hukum ekonomi syariah. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Endorsement is giving support to someone or something as a promotional event. In its development, endorsement is a profession that sells services to its users. Endorsement has become one of the most popular marketing media in modern times. The problem is that this endorsement does not have a clear legal standing among the fuqoha, so research needs to be done to get legal clarity about selling the endorsement services. This research aims to describe and analyze; 1) Endorsement mechanism as marketing media by using Instagram 2) Review of Sharia Economic Law on the implementation of endorsement as marketing media by using Instagram, which the authors summarize in the formulation of the problem in this research. This research is based on the idea that endorsement as a profession that sells services can be analogous to the Ijarah contract. In etymology Ijarah is selling benefits. Likewise it means according to syara terminology. Ijarah is the sale and purchase of services (wage-wages), which is to take advantage of human labor or the sale and purchase of benefits (leasing), namely to take advantage of goods. Regulations concerning Ijarah are contained in the Fatwa of DSN MUI No. 112 / DSN-MUI / IX / 2017 concerning the Ijarah and Agreement and Indonesian Law. No. 21 of 2008 concerning Islamic Banking. The method used in this research is descriptive analysis method, which is a method that provides an overview of the object to be studied, in this case the author will examine the implementation of endorsement as a marketing by using Instagram. The results of this research, the authors can conclude that 1) Endorsement in its implementation as a marketing by using Instagram is only do online (digital), there is no direct face to face between the parties in making contracts or agreements. The endorsement mechanism itself is started by adding endorsers or celebrities to become friends or contacts, contacting the account owner for endorsement information, reading the rules, and finally endorsing by following the rules and the applicable flow. These rules include; The user cannot estimate the upload time of the photo and there is no definite schedule in the photo upload process and the payment (fee) in the form of money and endorse products that cannot be returned to the user. 2) According to the Sharia Economic Law perspective, endorsement is included in the mu'awadhat contract, namely a transaction that aims to obtain material benefits, especially into the Ijarah ‘ala asykhas or Ijarah‘ ala al-a'mal that is rent for services or work of people.

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