<![CDATA[Penelitian ini bertujuan untuk mengetahui dan menganlisis tentang hubungan hukum antara pelaku usaha dengan selebgram dalam perjanjian endorsement serta untuk mengetahui dan menganalisis bentuk perlindungan hukum terhadap selebgram yang mempromosikan barang dan jasa milik pelaku usaha. Penilitian ini tergolong penilitian normatif yang menggunakan pendekatan perundang-undangan dan pendekatan konsep. Berdasarkan hasil penelitian, diketahui bahwa hubungan hukum antara pelaku usaha dengan selebgram dalam perjanjian endorsement berupa perikatan untuk memberi dan menerima suatu prestasi. Selanjutnya, terdapat 2 bentuk perlindungan hukum bagi selebgram yang mempromosikan barang dan jasa milik pelaku usaha, yaitu perlindungan hukum preventif dan perlindungan hukum represif. Kata Kunci: Perlindungan Hukum, Perjanjian Endorsement, Selebgram, Pelaku Usaha ABSTRACT This study aims to determine and analyze the legal relationship between business actors and celebrities in the endorsement agreement as well as to identify and analyze forms of legal protection for celebrities that promote goods and services owned by business actors. This research is classified as normative research that uses a statutory approach and a conceptual approach. Based on the research results, it is known that the legal relationship between business actors and celebrities in the endorsement agreement is in the form of an agreement to give and receive an achievement. Furthermore, there are 2 forms of legal protection for celebrities that promote goods and services owned by business actors, namely preventive legal protection and repressive legal protection. Keywords: Legal Protection, Endorsement Agreement, Selebgram, Business Actor]]>
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