ETIKA BISNIS DI ERA DIGITAL: TANTANGAN DAN STRATEGI MEMBANGUN KEPERCAYAAN KONSUMEN
DOI:
https://doi.org/10.58268/eb.v5i2.336Keywords:
business ethics; digital ethics; consumer trust; data privacy; dark patterns; algorithmic transparency, Business Ethics; Digital Ethics; Consumer Trust; Data Privacy; Dark Patterns; Algorithmic Transparency.Abstract
Digital transformation expands market access and enables personalized services, yet it also creates ethical risks that consumers often cannot see, such as opaque data practices, manipulative interfaces, algorithmic bias, fake reviews, and misleading green claims. This study aims to identify the main business-ethics challenges in digital interactions and to formulate strategies for building consumer trust. An integrative literature review with a structured search was conducted, producing an analytical corpus of 41 traceable sources consisting of peer-reviewed articles, academic books, official reports, and Indonesian regulations. The synthesis identifies five challenges: data privacy and security, dark patterns, algorithmic bias and opacity, review manipulation and covert marketing, and digital greenwashing. Ethical digital practices function as behavioral signals that shape perceived ability, benevolence, and integrity, which in turn underpin consumer trust and long-term relationship intentions. Five strategies are proposed: privacy by design, meaningful algorithmic transparency, accountable data governance, an internalized digital code of ethics, and honest crisis communication. The study contributes an integrated conceptual model with seven research propositions and auditable implementation indicators. Future research should test the propositions empirically among Indonesian digital consumers.
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