LITERATUR REVIEW : PENGARUH ETIKA BISNIS TERHADAP KEPERCAYAAN KONSUMEN UMKM

Abstract

This study aims to examine the influence of digital marketing business ethics on consumer trust in Micro, Small, and Medium Enterprises (MSMEs) through a systematic literature review. In the digital era, MSMEs increasingly face challenges in building consumer trust due to limited direct interaction with consumers. This study applies a systematic literature review method by analyzing 12 reputable journals published between 2020 and 2025, sourced from Google Scholar, Garuda, Scopus, and Science Direct databases. The inclusion criteria focus on journals accredited by Sinta 1–2 and indexed by Scopus that specifically discuss digital marketing business ethics and consumer trust within the MSME context. The findings indicate that ethical practices in digital marketing—encompassing honesty, transparency, fairness, autonomy, and moral integrity—have a significant positive impact on consumer trust in MSMEs. Five key dimensions are identified as critical drivers of trust: (1) honesty in product information, (2) transparency in pricing and business policies, (3) protection of consumer data, (4) responsiveness in digital communication, and (5) consistency in service delivery.