Etika Komunikasi sebagai Landasan Strategi Pemasaran Digital di Media Online

Abstract

The development of online media has positioned digital marketing as a primary marketing strategy that emphasizes two-way communication between business actors and consumers. However, in practice, digital marketing often prioritizes economic effectiveness while neglecting communication ethics, such as message honesty, information transparency, data protection, and social responsibility. This study aims to analyze communication ethics in digital marketing strategies across online media, including business websites, social media platforms, digital marketplaces, and instant messaging applications, by integrating perspectives from communication ethics and Islamic values. This research employs a qualitative descriptive approach using a literature study method.  Data were collected from selected books and scholarly articles and analyzed using content analysis techniques. The findings indicate that the success of digital marketing is strongly influenced by the application of communication ethics, encompassing message honesty, information transparency, respect for audiences, consumer data protection, and social responsibility. Islamic values such as ṣidq (truthfulness), amanah (trustworthiness), and ‘adl (justice) play a significant role in building consumer trust and fostering long-term relationships. This study concludes that communication ethics constitute a fundamental element in creating effective and sustainable digital marketing strategies.

Keywords: communication ethics, digital marketing, online media