ANALISIS ETIKA BISNIS MELALUI PERSPEKTIF PEMBELI MARKETPLACE INDONESIA

ERNI SIRAIT, NPM 2101100059 (2025) ANALISIS ETIKA BISNIS MELALUI PERSPEKTIF PEMBELI MARKETPLACE INDONESIA. Tugas_Akhir(Artikel) Economics and Digital Business Review, 6 (2). pp. 1148-1162. ISSN 2774-2563 (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penerapan etika bisnis melalui perspektif pembeli marketplace Indonesia terhadap kepuasan pelanggan dalam berbelanja di marketplace. Etika bisnis dalam penelitian ini diukur melalui tiga variabel, yaitu kejujuran (X1), keadilan (X2) dan kepercayaan (X3). Variabel dependen nya adalah kepuasan pelanggan. Populasi dalam peneltian ini yaitu masayarakat Kabupaten Labuhanbatu yang sudah pernah berbelanja online di marketplace Indonesia dengan jumlah sampel sebanyak 100 responden. Analisis data dalam penelitian ini menggunakan aplikasi SmartPLS. Hasil temuan penelitian ini menunjukkan : 1) Variabel kejujuran (X1) berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y). 2) Variabel Keadilan (X2) berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y). 3) Variabel Kepercayaan (X3) berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y). Kata Kunci: Etika Bisnis, Kejujuran, Keadilan, Kepercayaan, Kepuasan Pelanggan ===================================================================================================== This study aims to analyze the influence of the application of business ethics through the perspective of Indonesian marketplace buyers on customer satisfaction in shopping in the marketplace. Business ethics in this study were measured through three variables, namely honesty (X1), fairness (X2) and trust (X3). The dependent variable is customer satisfaction. The population in this study is the people of Labuhanbatu Regency who have shopped online in the Indonesian marketplace with a sample of 100 respondents. The data analysis in this study uses the SmartPLS application. The findings of this study show: 1) The honesty variable (X1) has a positive and significant effect on customer satisfaction (Y). 2) The Fairness variable (X2) has a positive and significant effect on customer satisfaction (Y). 3) The Trust Variable (X3) has a positive and significant effect on customer satisfaction (Y). Keyword : Business Ethics, Honesty, Fairness, Trust, Customer Satisfaction

Item Type:	Article
Uncontrolled Keywords:	Etika Bisnis, Kejujuran, Keadilan, Kepercayaan, Kepuasan Pelanggan Business Ethics, Honesty, Fairness, Trust, Customer Satisfaction
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	13 Jun 2025 09:20
Last Modified:	13 Jun 2025 09:20
URI:	http://repository.ulb.ac.id/id/eprint/1471

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