HUBUNGAN ANTARA PRODUSEN DAN KONSUMEN: SEBUAH TINJAUAN ETIS

Abstract

The purpose of this article is to provide an ethical foundation for relationshipmarketing using a virtue ethics approach. A phrase: “The customer is a king” means thecustomer is essential to the welfare of the business. On one hand, buyer and seller have ashared interest in “doing the deal”. They want to do business with each other, and bothbenefit from the transaction. On the other hand, every rupiah a buyer saves is a rupiah lostfrom the seller’s point of view. Every buyer wants a low price and every seller wants a highprice. So, if fairness is good, then we should promote fairness in commercial transactions, justas we do in other areas of life. And that requires that buyer and seller at least see each otheras equals.