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All Journal Jurnal Ekonomika dan Bisnis Islam
Ayuningtyas, Felicia Neva
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Economics, Econometrics & Finance

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Strategi Promosi Endorsement oleh Digital Influencer dalam Etika Bisnis Islam Ayuningtyas, Felicia Neva
Jurnal Ekonomika dan Bisnis Islam Vol 4 No 3 (2021): Desember
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1016.775 KB) | DOI: 10.26740/jekobi.v4n3.p160-173

Abstract

Promotions by means of endorsements are widely used in this digital era to inform consumers of products. Endorsement activities with services from digital influencers were chosen because they have a big impact on influencing their followers. In it’s application, endorsement activities are still found that are not in accordance with the principles of promotion according to Islamic business ethics. This research aimed to find out how digital influencers do endorsement according to Islamic business ethics. This research uses a qualitative method with a descriptive approach. Techniques used to collect datain this research are interviews, observation, and documentation. The results stated that some ethics are not applied by influencers when doing endorsement, namely covering their part of body, delivering promotion transparently, and not requiring halal labels when promoting food.
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