Endorsement Agreements In Commercial Digital Marketing Strategies

• Amelia Citra Sasanti

  Program Studi Ilmu Hukum, Universitas Muhammadiyah Sidoarjo

• Tanzil Multazam

  Program Studi Ilmu Hukum, Universitas Muhammadiyah Sidoarjo

General Background Digital marketing has encouraged businesses to utilize endorsement strategies as a promotional tool through social media, creating a legal relationship between businesses and influencers governed by contracts. Specific Background This study evaluates the role of endorsement agreements as a legal tool to support marketing strategy at PT Aliyan Jaya Perkasa within the perfume trading sector. Knowledge Gap Previous research primarily emphasized legal validity, good faith principles, and the binding force of contracts without explicitly assessing how endorsement agreements function as legal tools in marketing strategies or their operational impact on corporate marketing performance. Aims This study aims to evaluate the effectiveness of endorsement agreements as a legal tool to support corporate marketing strategy while protecting companies. Results The findings indicate that endorsement agreements provide legal security for companies, encourage influencer compliance with contractual terms, and help increase perfume product marketing. Novelty This work combines contract law perspectives with digital marketing performance evaluations to demonstrate how structured agreements manage commercial cooperation and dispute resolutions. Implications These findings establish that structured endorsement agreements serve dual functions as effective marketing tools and legal mechanisms for protecting corporate interests and managing compliance.

• Endorsement contracts provide legal security for companies and encourage influencer compliance with established promotional terms.

• Structured agreements support product marketing expansion while establishing accountability and protecting corporate brand images.

• Graduated dispute resolution mechanisms, ranging from deliberation to contractual sanctions, successfully address promotional discrepancies and violations.

Keywotds: Endorsement Agreements, Legal Certainty, Marketing Strategy, Influencers, Perfume Trading

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