Etika Pemasaran Syariah dan Pengaruhnya Terhadap Keputusan Pembelian Konsumen: Tinjauan Etika Profesi Pemasar
DOI:
https://doi.org/10.70371/wfx3sj77Kata Kunci:
Islamic Marketing Ethics; Professional Ethics; Purchasing Decision; Halal Assurance; Consumer Trust.Abstrak
This study aims to examine the application of Islamic marketing ethics and analyze its influence on consumer purchasing decisions from the perspective of marketer professional ethics. The research employs a quantitative approach with descriptive and associative methods, involving 384 respondents selected through accidental sampling. Data were analyzed using simple linear regression. The results reveal that the implementation of Islamic marketing ethics encompassing honesty, fairness, transparency, halal assurance, and professional responsibility is perceived positively by consumers. Furthermore, Islamic marketing ethics demonstrates a positive and significant influence on purchasing decisions, with a contribution of 58.4 percent. This finding indicates that ethical conduct and professional integrity in marketing serve as a key factor in building consumer trust and determining buying decisions.
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