Prinsip Etika Bisnis pada Digital Marketing: Literature Review

Abstract

Marketing is a complex thing, marketing is not only related to promotional actions for products that are then purchased by consumers, but marketing also includes creating and strengthening a brand which is carried out effectively, creatively and innovatively so that business growth can run optimally with minimal effort. Current technological developments provide many ways for a marketer to introduce their products to consumers, namely by using technology called digital marketing. Technological developments have an impact on an increasingly tight business climate, this increasingly tight competition causes business people to do everything they can and sometimes do things that are unethical. The purpose of this writing is to explain the theory of business ethics in digital marketing and identify digital marketing activities within the scope of the principles of business ethics. The method for this writing is a qualitative method with a literature review approach. The data taken for this writing uses secondary data with reference sources in the form of books and relevant previous research articles. The results of this research are an explanation of the principles of business ethics which consist of 1) Principle of Autonomy, 2) Principle of Honesty, 3) Principle of Justice, 4) Principle of Mutual Benefit, 5) Principle of Moral Integrity.