THE ROLE OF BUSINESS ETHICS IN BUILDING CONSUMER TRUST: A STUDY OF GRAB COMPANY IN INDONESIA

Abstract

This research investigates the influence of business ethics on fostering consumer trust, emphasizing Grab Company in Indonesia. Customer confidence is crucial for a business's reputation and enduring success. This study employs a quantitative method, using survey results from Grab users in Indonesia. Linear regression analysis is used to evaluate the effect of business ethics on consumer trust. The results suggest that business ethics greatly affect consumer trust, showing an 83% favorable impact. Principles like transparency, fairness, and social responsibility are essential in enhancing consumer trust. Transparent pricing practices, equitable treatment of drivers, and safeguarding of data strengthen trust and foster customer loyalty. On the other hand, dishonest actions like deceptive statements or undisclosed fees can hurt trust and result in customer discontent. This research highlights the significance of ethical business practices in maintaining consumer trust. Organizations such as Grab need to consistently adhere to ethical principles to preserve their trustworthiness and foster long-lasting customer loyalty.