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