Pengaruh Etika Pemasaran Terhadap Tingkat Kepuasan Pelanggan

Abstract

This study aims to examine the effect of marketing ethics on customer satisfaction at Panakkukang Mall Makassar. The research employs a quantitative approach using survey methods, with data collected from 117 respondents selected through convenience sampling. Data analysis was conducted using simple linear regression through SPSS software. The results reveal that marketing ethics significantly and positively influence customer satisfaction, with a regression coefficient of 0.182 and a significance level of 0.000. This indicates that better implementation of ethical marketing practices, including transparency in information, fair pricing, social responsibility, privacy protection, and ethical treatment of customers, leads to higher levels of customer satisfaction.  These findings underscore the importance of ethical marketing as a key determinant of customer satisfaction, particularly in the competitive retail sector. The study contributes to the literature on marketing ethics and provides practical implications for retail managers. Specifically, it suggests that Panakkukang Mall should prioritize ethical marketing practices to enhance customer experiences and foster long-term loyalty. Future research is recommended to explore additional variables, such as service quality or customer experience, and to expand the scope of the study to other retail centers for broader generalizability.