PELAKSANAAN PRINSIP-PRINSIP ETIKA BISNIS DALAM IKLAN PT UNILEVER LIFEBUOY DI DESA BITOBE KABUPATEN KUPANG NUSA TENGGARA TIMUR

MAGHO, ANNA MARIA THERESIA UTA (2015) PELAKSANAAN PRINSIP-PRINSIP ETIKA BISNIS DALAM IKLAN PT UNILEVER LIFEBUOY DI DESA BITOBE KABUPATEN KUPANG NUSA TENGGARA TIMUR. S2 thesis, UAJY.

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Abstract

PT Unilever Lifebuoy, as a big company, has so many competitors in running businesses; therefore, it must have a strategy which is used to keep running business activities and get the advantages. The strategy that is going to be explained in this research is a marketing strategy using advertisements. Dealing with making the advertisements, there must be business ethics principles. The principles -autonomy, honesty, justice, self-respect- have to be implemented in order to be successful in this area. PT Unilever Lifebuoy makes health advertisements to increase a good corporate image by taking place in Bitobe Village, Kupang Nusa Tenggara Timur (NTT). These advertisements are to invite the society in that village to build a good and healthy life, one of them is doing hand washing by using a soap. Dealing with business ethics, the advertisements are good because basically, business ethics refer to a study about moral whether it is good or not. Ironically, the advertisements are refused by the society in NTT. Therefore, this research entitled The Implementation of Business Ethics Principles in The Marketing Strategy on The Advertisements of PT Unilever Lifebuoy in Bitobe Village, Kupang, NTT is to get the in-depth information why the implementation of health advertisements for the society in increasing the corporate image of PT Unilever Lifebuoy is refused by the society in NTT. The research method that is used is empirical legal research by using sociological juridical approach (Socio-Legal Approach), primary, and secondary data. Data collection methods are using interviews and library research. In this research, the researcher uses inductive thinking. As the result, not all of the business ethics principles are implemented by PT Unilever Lifebuoy in making advertisements in Bitobe Village; consequently, people who live out of Bitobe Village refuse the existence of those advertisements

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