TANGGUNG JAWAB AGENSI INFLUENCER MALANG PADA TINDAKAN WANPRESTASI OLEH TALENT DALAM KONTRAK KERJASAMA ENDORSEMENT DENGAN PELAKU USAHA DI KOTA MALANG (STUDI KASUS AGENSI “NGALAM INFLUENCER”)

The development of digital technology has driven the transformation of the
marketing industry through social media, including the emergence of influencer
agencies that connect business actors with influential individuals (influencers) for
promotional activities (endorsements). This study aims to identify common forms of
default in endorsement cooperation contracts between the "Ngalam Influencer"
agency and business actors in Malang City and analyze the agency's legal
responsibility for these violations. This study uses a juridical-empirical method with
an interview approach with agencies, influencers and business actors (clients). The
results of the study show that the forms of default that often occur include not
carrying out achievements, not performing on time, implementation not in accordance
with the agreement, and actions that are contrary to the agreement. In this case, the
agency "Ngalam Influencer" has legal responsibility either directly or indirectly,
depending on the agreed contractual clauses. This research emphasizes the
importance of detailed contract preparation and professionalism in the working
relationship between agencies, talent (influencers) and business actors to prevent and
overcome defaults.