Literatur Review: Peran Etika Dalam Periklanan Terhadap Kepercayaan dan Keberlanjutan Bisnis

Abstrak

The purpose of this study is to investigate the role of ethics in advertising, especially how the application of ethical principles can create consumer trust and support business sustainability. The method used is a systematic literature review (SLR) that allows for a thorough analysis of a wide range of scientific literature related to ethics in advertising, customer loyalty, and long-term corporate image. The study results show that advertising that follows the principles of honesty, transparency, and social responsibility can increase advertising effectiveness and create a positive relationship with the audience. In contrast, unethical advertising practices such as exaggerated claims, misleading images, and online fraud can damage a company's reputation and reduce public trust. This research also emphasizes the importance of education and supervision to maintain ethical standards to keep advertising practices responsible and sustainable. Thus, the application of ethics in advertising not only strengthens customer loyalty and brand image but also becomes a strategic basis in the face of increasingly fierce business competition. The findings make a significant contribution to the development of ethical and effective advertising communication policies and practices in the future.