The Influence of Marketing Ethics and Consumer Ethics on Consumer Behaviour and Decisions Before and

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The Journal of Management Theory and Practice (JMTP)ISSN: 2716-7089, Volume-2, Issue-2,74The Journal of Management Theory and PracticeThe Influence of Marketing Ethics and Consumer Ethics on Consumer Behaviour andDecisions Before and During COVID-19 Pandemic: A Literacy Study1Sahri Prayitno,2Setyo Riyanto3Luthfita Ayu Diarta1,2,3Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesiae-mail :1[email protected],2[email protected],3[email protected],*Corresponding Author Email:[email protected]ABSTRACTOne of the focuses of marketing in a company is how to achieve customer loyalty. That is reflected in how companies maintain brands,consumers, and product-consumer relationships. In some cases, companies focus solely on profit, resulting in the company losing itsreputation. There is an opinion that consumers demand ethics and responsibility from companies to stakeholders, in this case,consumers. Consumers in this position can provide feedback regarding the company's marketing ethics. During the COVID-19Pandemic, consumers are also more vigilant and careful in choosing products. So, with the COVID-19 Pandemic conditions like this,it is necessary to study whether consumer ethics in determining product choices and behavior towards products will be affected andwhether a company's marketing ethics also influence product determination and consumer behavior towards products. This articleaims to examine whether marketing ethics and consumer ethics influence consumer behavior and decisions to buy a product orinteract further with the product, especially in the current era of the COVID 19 Pandemic. And the method used for this article is asystematic literature review. From this research, it is concluded that marketing and consumer ethics have a role in influencingconsumers to choose to buy products and the responses given after making a purchase or through transaction experience with acompany. And consumer behavior and decisions are very dependent on how ethical the company is in marketing its products bothbefore and during the COVID-19 PandemicKeywords:Marketing Ethics, Consumer Ethics, Consumer Behaviour, Consumer Decision, COVID-19 PandemicOPEN ACCESSINTRODUCTIONThe company's marketing programs generally focus on how toachieve customer loyalty. That can be reflected in a favorableattitude towards the company regarding brand, consumer, andproduct evaluation. Its main goal is to increase its competitiveadvantage in the market. In today's rapidly changingmarketing environment, building strong relationships andbrand loyalty with consumers is becoming increasinglyimportant for companies. Therefore, it is necessary to applygood marketing ethics in maintaining these relationships.

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Term
Summer
Professor
Samuel K.C. Chang
Tags
Marketing, Business Ethics, The Road, Consumer Ethics, Journal of Management Theory and Practice

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