BEYOND LIKES AND FOLLOWS: Navigating Consumer Trust and IPR-Related Risks in Influencer Marketing
Abstract
Pertumbuhan pesat pemasaran melalui influencer telah merevolusi cara mengenalkan merek berhubungan dengan audiens target mereka. Namun, strategi pemasaran baru ini juga memunculkan tantangan hukum baru, terutama di bidang kepercayaan konsumen dan hak kekayaan intelektual (HKI). Penelitian ini bertujuan untuk menjembatani kesenjangan dalam pemahaman saat ini mengenai keterkaitan antara kepercayaan konsumen dan risiko HKI dalam konteks pemasaran influencer. Melalui metode penelitian hukum normatif dengan pendekatan perundang-undangan, penelitian ini berupaya memberikan pemeriksaan menyeluruh terhadap implikasi luas pemasaran influencer. Penelitian ini bertujuan untuk berkontribusi pada pengembangan kerangka hukum yang lebih kuat yang dapat secara efektif menangani tantangan unik yang ditimbulkan oleh pemasaran influencer sambil mendorong kepercayaan konsumen dan melindungi hak kekayaan intelektual. Temuan mengungkapkan ketidakcukupan dalam kerangka hukum Indonesia yang ada, terutama Undang-Undang Perlindungan Konsumen, Undang-Undang Hak Cipta, dan Undang-Undang Merek dan Indikasi Geografis, dalam menangani tantangan unik pemasaran influencer. Penelitian ini mengusulkan amandemen khusus terhadap undang-undang ini, termasuk persyaratan pengungkapan wajib, pedoman yang jelas tentang penggunaan wajar dan penggunaan merek dagang, serta mekanisme penegakan yang lebih kuat, untuk mengurangi risiko kepercayaan konsumen dan HKI.
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