Legal Perspective of the ITE Law in Using Social Media as Marketing Communication for the Alfateema Brand

Abstract

Business people and companies also use social media as marketing communications aimed at their targets. The implementation of the ITE Law really needs to be enforced so that social media users do not make mistakes that could violate the regulations in force in Indonesia on the social media they own. The Alfeteema brand utilizes social media as marketing communication in marketing its products to Malaysia and Brunei Darussalam following the rules that apply in Indonesia. The aim of this research is to determine the use of social media as marketing communication 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 communication activities such as advertising, personal selling, sales promotions, public relations and direct marketing. The 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 the Law Number 19 of 2016 concerning Amendments to Law Number 11 of 2008 concerning Information and Electronic Transactions Article 26 paragraph 1