<![CDATA[The application of business ethics in digital strategies is crucial for the sustainability of Micro, Small, and Medium Enterprises (MSMEs) amidst increasingly competitive competition in the modern era. Technological developments and the widespread use of digital media by MSMEs demand business practices that are not solely profit-oriented but also prioritize ethical values. This study aims to evaluate the business ethics practices implemented by the culinary MSME "Bakso Aci Viral" in Jakarta, focusing on transparency, honesty in promotions, customer service, and social responsibility. The research method used was a qualitative case study with a descriptive approach, supplemented by quantitative data as supporting data. Data were obtained through in-depth interviews with the business owner, direct observation of activity on social media and marketplace platforms, and the distribution of questionnaires to 45 active customers. The results of the observations and documentation indicate that "Bakso Aci Viral" consistently conveys product information honestly and openly through digital media. The distributed questionnaires revealed that 91.1% of customers were satisfied with the transparency of product information, such as ingredient composition, price, and expiration date. Furthermore, 84.4% of customers stated their loyalty was due to ethical and responsive service, both in handling complaints and polite and responsive digital communications. This study concluded that the consistent application of business ethics has a positive impact on business image, customer loyalty, and the competitiveness of MSMEs in the digital space. More broadly, business ethics can be an effective competitive strategy for MSMEs to build trust and a long-term reputation. Therefore, MSMEs are advised to integrate ethical values into every aspect of their digital business activities.]]>
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