PERLINDUNGAN KONSUMEN TERHADAP REKAYASA IKLAN INFLUENCER DI TIKTOK PERSPEKTIF HUKUM EKONOMI SYARIAH

Zahrah Nur Fadilla, NIM.: 22103080061 (2026) PERLINDUNGAN KONSUMEN TERHADAP REKAYASA IKLAN INFLUENCER DI TIKTOK PERSPEKTIF HUKUM EKONOMI SYARIAH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Influencer advertising on TikTok increasingly relies on soft selling, blurring the line between personal content and commercial promotion. When paid partnerships go undisclosed, consumers choose on incomplete information, jeopardizing the right to accurate information and the principle of mutual consent in muamalah. This study examines influencers‟ advertisement engineering on TikTok and its review under Islamic economic law and consumer protection law. This descriptive-analytical field study with an empirical juridical approach collected data through non-participant observation of twelve videos by six influencers and their comment sections, semi-structured interviews with micro-influencers and purposively selected consumers, and documentation. Descriptive qualitative analysis was validated through source triangulation. The framework rests on maṣlaḥah mursalah and mutual consent (tarāḍin), using tadlīs, gharar, and najasy as assessment parameters, combined with Law Number 8 of 1999. The findings show that advertisement engineering occurs within commercial cooperation with brands and falls into three groups: technical and aesthetic engineering; information engineering (framing, overclaiming, and inconsistent disclosure of commercial status); and the shaping of perceived popularity or purchase urgency. Engineering is essentially neutral and becomes problematic only when it alters or conceals material facts. Under Islamic economic law, technical and aesthetic engineering that does not affect material facts remains permissible, whereas disguised commercial relationships and disproportionate claims contain elements of tadlīs, and unclear product benefits relate to gharar. Najasy was not proven, as no fake comments or accounts were found. From the consumer protection perspective, misleading practices contravene Article 4 letter c and Article 7 letter b of the Consumer Protection Law, while influencers‟ liability is differentiated by role and established through Article 1365 of the Indonesian Civil Code. Consumer protection remains suboptimal, so transparency of commercial information must be strengthened by all parties involved.

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