Manajemen Etika Pemasaran di Era Digital dan Kecerdasan Buatan: Tinjauan Sistematis Literatur Berbasis PRISMA
DOI:
https://doi.org/10.31004/joecy.v5i2.3251Keywords:
Marketing Ethics, Kecerdasan Buatan, Digital Marketing, Kepercayaan Konsumen, Sistematic Literature Review, PRISMAAbstract
Perkembangan teknologi digital dan kecerdasan buatan (AI) telah mengubah lanskap pemasaran secara fundamental, sekaligus memunculkan tantangan etika yang semakin kompleks. Penelitian ini bertujuan menyajikan pemahaman komprehensif mengenai manajemen etika pemasaran di era digital melalui systematic literature review (SLR) berbasis protokol PRISMA. Analisis dilakukan terhadap 16 artikel terindeks Scopus (Q1–Q2) periode 2022–2025 yang membahas isu-isu etika pemasaran lintas konteks geografis dan sektor industri. Hasil kajian mengidentifikasi lima tema utama: etika kecerdasan buatan, perilaku penjualan etis dan kepercayaan konsumen, ketimpangan etis di negara berkembang, moral judgment dan brand as promise, serta etika media sosial. Studi ini menemukan bahwa kepercayaan konsumen, sensitivitas etis, dan integritas merek merupakan simpul konseptual yang menghubungkan berbagai dimensi etika pemasaran. Temuan juga menegaskan pentingnya integrasi pendekatan normatif dan deskriptif untuk menjembatani kesenjangan antara sikap dan niat perilaku etis (attitude–intention gap). Secara praktis, penelitian ini memberikan arahan strategis bagi perusahaan untuk merancang kebijakan pemasaran yang adaptif, transparan, dan berkelanjutan, dengan mengedepankan prinsip ethics-by-design dalam setiap proses bisnis di era digital yang dinamis.
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