ETHICS OF CONSUMER BEHAVIOR: A STUDY OF THE NON-COMMITTAL TRANSACTION BEHAVIOR OF FLOWER BOUQUET CONSUMERS IN BANDUNG REGENCY

Abstract

This research explores the challenges faced by MSMEs in running an online business, particularly unilateral cancellations by customers. These cancellations are a serious problem, impacting operations and causing significant financial losses. Using a qualitative approach, this study involved in-depth interviews with flower bouquet sellers to uncover strategies to overcome cancellations and maintain good customer relationships. The results highlight the application of utilitarianism, deontology, and exchange principles as crucial for strengthening business ethics. These findings provide insights for other MSMEs facing similar challenges and guidance for better business practices.