HUBUNGAN HUKUM INFLUENCER DENGAN PARA PIHAK DITINJAU BERDASARKAN UNDANG-UNDANG PERLINDUNGAN KONSUMEN: The Legal Relationship Between Influencers and Other Parties as Viewed Under the Consumer Protection Act

I Gusti Bagus Sakah Sumaragatha (Fakultas Hukum, Ilmu Sosial dan Ilmu Politik)
Febrihadi Suparidho (Fakultas Hukum, Ilmu Sosial dan Ilmu Politik Universitas Mataram)

Ganec Swara
Vol. 20 No. 2 (2026): Juni 2026

The development of information technology and the internet has driven major changes in the digital business world, particularly in marketing practices through social media. Influencer marketing has become a popular strategy among business owners because it is considered effective in building consumer trust and increasing product or service sales. However, the use of influencers in promotional activities also raises various legal issues, particularly regarding the legal relationship between influencers and businesses. This study aims to analyse the legal relationship between influencers and business owners and consumers. The research method used is a normative legal study with a regulatory and conceptual approach. The legal analysis of the legal material was conducted qualitatively to understand the legal norms that govern the legal relationship between influencers and business owners. The results of the study show that the legal relationship between influencers and businesspeople arises from a cooperation agreement that creates reciprocal rights and obligations for the parties involved. In practice, this relationship is considered an innominate contract that has emerged due to advances in information technology