Business Ethics in Building Consumer Trust and Business Sustainability in the Digital Era: Evidence from North Lombok Regency

Adi Purmanto; Wawan Wiyandi

doi:10.67462/jobe.bbym5y07

Authors

Adi Purmanto Akademi Bisnis Lombok Author
Wawan Wiyandi Akademi Bisnis Lombok Author

DOI:

https://doi.org/10.67462/jobe.bbym5y07

Keywords:

Business Ethics, Micro, Small, and Medium-Sized Enterprises, Consumer Trust, Digitalization, Business Sustainability, North Lombok Regency

Abstract

Digital technologies are reshaping business and marketing practices among micro, small, and medium-sized enterprises (MSMEs) in North Lombok Regency, Indonesia, while introducing ethical challenges involving misleading product information, pricing and promotional manipulation, fabricated reviews, misuse of customer data, and inconsistent service. This study examines how business ethics may strengthen consumer trust and support business sustainability. It adopts a qualitative descriptive literature review using secondary data from Statistics Indonesia, Satu Data Kabupaten Lombok Utara, and scholarly publications. The source data report 23,948 registered MSMEs in 2025, up from 15,174 in 2024, alongside an internet usage rate of 85% in 2024. The synthesis identifies honesty, transparency, fairness, accountability, consumer data protection, and consistent customer service as central ethical practices associated conceptually with customer confidence, business reputation, loyalty, and long-term viability. It also develops the locally oriented ETIKA UMKM KLU framework as a practical guide for ethical business conduct. Integrating business ethics and digital literacy into MSME capacity-building initiatives may help local enterprises pursue sustainable growth in increasingly digital markets.

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