Legal Analysis in the Use of Social Media as a Tool Alfateema Brand Marketing Communication

Abstract

 The use of social media is also used by business people and companies as marketing communications aimed at their target audience. The implementation of the ITE Law is very necessary to enforce so that social media users do not make mistakes that can violate the regulations in force in Indonesia on their social media. The Alfeteema brand utilizes its social media as marketing communications in marketing its products to Malaysia and Brunei Darussalam following the regulations in force in Indonesia. The purpose of this study was to determine the use of social media as marketing communications for the Alfateema brand from the perspective of the ITE Law. The research method used is descriptive qualitative with data collection through observation, interviews, and documents. The Alfateema brand uses its social media for marketing communications activities such as advertising, personal selling, sales promotions, public relations and direct marketing. Alfateema Brand carries out marketing communications by utilizing its social media, properly implementing Law Number 11 of 2008 concerning Information and Electronic Transactions Article 4, Article 9, Article 17 paragraphs 1-3, Article 28 paragraphs 1-2, and Article 29 and Law Number 19 of 2016 concerning Amendments to Law Number 11 of 2008 concerning Information and Electronic Transactions Article 26 paragraph 1