SISTEM ENDORSEMENT SELEBRITI DALAM JUAL BELI ONLINE (ANALISIS PERBANDINGAN HUKUM ISLAM DAN HUKUM POSITIF)

The endorsement system is still a conversation among the public that many celebrities who do endorsements do not use products that are promoted to the community in their daily lives. So many people's assumptions emerged that endorsements are a case of public lying but get a large wage. The main problem of this study is the endorsement system that is reviewed from Islamic law and positive law because it still takes issue with the system carried out by celebrities (endorsers), but the wages (salaries) received are very large. The reason for this researcher took the title "Celebrity Endorssement System in Online Buying and Selling (Comparative Analysis of Islamic Legal Perspectives and Positive Law)". This research includes library research, primary sources taken from the book of fiqh muamalat by Sheikh Abu Suja' Ahmad Husain, Matnul Ghayah Wa Taqrib and positive law taken from book III of the Civil Code on the law of treaties. Data collection techniques in the form of document collection and data analysis techniques used by data are data reduction, content analysis, and conclusion withdrawal. The results showed that there is nothing that clashes between Islamic law and positive law in endorsements. The comparison obtained that Islamic law requirements do endorsements more strictly but the sanctions given are not firm. While the positive law in endorsement conditions are not strict (flexible), but the sanctions given are very firm