Endorsement Dalam Perspektif Fiqh Kontemporer

Rachmad Risqy Kurniawan

No 524jc, OSF Preprints from Center for Open Science

Abstract: Endorsements are an advertising method or marketing strategy promoted by several well-known celebrities or other public figures which can have a big influence on consumers becoming interested in the products being offered. However, in practice, it often does not match the criteria for the goods being promoted. Apart from that, this endorsement system does not meet face to face, which ultimately creates gharar (unclarity) regarding the goods. Therefore, this discussion aims to provide a broader understanding of the concept of endorsement according to contemporary fiqh views and to find out how the marketing system uses endorsement strategies and the ethics in the endorsement system. This writing method uses the Legal Istinbat Method which is sourced from the Qur'an and Hadith. Based on the results obtained from the arguments of the Koran and Hadith, it can be concluded that this endorsement marketing strategy is included in the ijarah contract. Where the rental object is in the form of other people's services who will later be compensated for their services. Then in practice, it turns out that it contains elements of gharar where the celebrity explain it online exaggerates the criteria for the product offered and does not match reality

Date: 2023-11-04
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:524jc

DOI: 10.31219/osf.io/524jc

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