STUDI KASUS PELANGGARAN HUKUM DALAM STRATEGI PEMASARAN DAN DAMPAKNYA TERHADAP REPUTASI PERUSAHAAN

Ikhsan Maulana (Magister Manajemen, Universitas Bakrie)
Agus Satory (Fakultas Hukum, Universitas Pakuan Bogor)

Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN)
Vol. 3 No. 4 (2025): JULI

This paper investigates legal violations in marketing strategies and their profound impact on corporate reputation. Focusing on the interplay between ethical principles and legal compliance in product quality, pricing, promotion, and target marketing, this study analyzes real-world cases such as Firestone's product defects , American Apparel's controversial advertising, and Nike's ethical claims versus supply chain realities . The study highlights how legal breaches, often stemming from ethical lapses, lead to severe financial penalties and, more critically, to irreparable damage to a company's intangible asset: its reputation. It underscores the critical responsibility of boards and management in ensuring marketing integrity and adherence to legal frameworks, ultimately arguing for a proactive, ethical approach to marketing as a cornerstone of sustainable business success.