ETIKA DAN TANGGUNG JAWAB SOSIAL DALAM PEMASARAN GLOBAL: MEMBANGUN REPUTASI YANG BERKELANJUTAN
DOI:
https://doi.org/10.61722/jiem.v2i12.3036Abstract
Abstract: This study aims to analyze ethics and social responsibility in global marketing: building a sustainable reputation, the focus of this research uses a literature study approach by analyzing previous articles and journals related to marketing ethics, corporate social responsibility, and the impact of corporate reputation in the context of global marketing. The findings show that the integration of ethical values and engagement in social initiatives positively affect a company's image, strengthen relationships with customers, and make a positive contribution to business sustainability on a global scale. This research provides valuable insights for marketing practitioners and corporate leaders who seek to build a strong and sustainable reputation in a dynamic global marketing context.
Keywords: Ethics, Responsibility, Global Marketing, Reputation.
Abstrak: Penelitian ini bertujuan untuk menganalisis etika dan tanggung jawab sosial dalam pemasaran global : membangun reputasi yang berkelanjutan, fokus pada penelitian ini menggunakan pendekatan studi pustaka dengan menganalisis artikel dan jurnal terdahulu yang terkait dengan etika pemasaran, tanggung jawab sosial perusahaan, dan dampak reputasi perusahaan dalam konteks pemasaran global. Hasil temuan menunjukkan bahwa integrasi nilai-nilai etis dan keterlibatan dalam inisiatif sosial secara positif memengaruhi citra perusahaan, memperkuat hubungan pelanggan, dan memberikan kontribusi positif pada keberlanjutan bisnis dalam skala global. Penelitian ini memberikan wawasan yang berharga bagi praktisi pemasaran dan pemimpin perusahaan yang berupaya membangun reputasi yang kuat dan berkelanjutan dalam konteks pemasaran global yang dinamis.
Kata Kunci : Etika, Tanggung Jawab, Pemasaran Global, Reputasi.
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