HUBUNGAN ANTARA PRODUSEN DAN KONSUMEN: SEBUAH TINJAUAN ETIS

Abstract

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