Pandangan Hukum Islam Terhadap Peraktik Endorsemen Pada Pelaku Usaha di Kecamatan Masbagi Lombok Timur
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Abstract
This research focuses on the background of a famous person or figure (endorsement) who is used as a medium in marketing a product on social media. The aim of this research is to analyze the process of how someone who is famous or prominent in society is used as a medium in marketing a product, seen from the perspective of Islamic law. In this research, there is a problem with this practice, where someone who has been paid as an endorsement promotes a product but sometimes has never used the product offered to the public, such as cosmetics and so on. And this makes the author interested in researching the practice of endorsing people who are famous or prominent in society to market a product. Based on this background, the problem formulation that can be made is; What is the endorsement system as a marketing medium on social media from the perspective of sharia economic law, and what are the business ethics of endorsers in marketing products from an Islamic perspective. The method used in this research is a qualitative method with a type of field research. The informants in this research are traders who use endorsement services and figures or people who have that fame. Data collection techniques were carried out by means of observation, interviews and documentation. The results of this research are that endorsements are permitted if they are in accordance with sharia principles, where when carrying out endorsement practices you must provide a clear review and statement according to the condition of an item or product that will be promoted because in Islam not everything is permitted to be promoted.
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References
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