Pemasaran Berbasis Big Data Dalam Revolusi Industri 4.0: Sebuah Perspektif Etika Bisnis
DOI:
https://doi.org/10.56799/jim.v2i2.1178Keywords:
Etika Bisnis, Teori Deontologi, Big Data, Pemasaran, Revolusi Industri 4.0Abstract
Revolusi Industri 4.0 menyebabkan perubahan yang sangat drastis pada pengambilan keputusan bisnis, terutama karena kemudahan mengakses big data dari konsumen. Munculnya kekhawatiran terhadap penyalahgunaan dan kebocoran data membuat kajian etika bisnis mengenai fenomena pemasaran berbasis big data konsumen menjadi penting. Artikel ini menggunakan perspektif teori etika deontologis untuk menyarankan tanggung-jawab yang harus dipenuhi oleh perusahaan agar berperilaku benar dan bijak dalam menggunakan data konsumen untuk kepentingan perusahaan. Artikel ini menyarankan bahwa perusahaan wajib meminta persetujuan dari konsumen terkait, menjaga transparansi, menjamin privasi, serta berani bertanggung-jawab atas kelalaian terhadap pengelolaan data sebagai bentuk perilaku beretika dalam menyikapi fenomena pemasaran berbasis big data.
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