The purpose of the research is to identify and classify dark-patterns used in digital marketing analysis, perceptions of the ethics of dark-pattern use, examine the impact of dark-patterns on consumer loyalty, and provide ethical understanding as a basis for preparing responsible digital marketing strategies. The method used is a quantitative approach with a survey method through primary data obtained directly from respondents through the distribution of questionnaires designed to measure their experiences and perceptions of the use of dark patterns in the context of digital marketing.
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Dark Patterns dalam Digital Marketing: Etika dan Dampaknya terhadap Loyalitas Konsumen
The study concluded that dark patterns with practices such as forced continuity, hidden costs and countdown timers reduce consumer trust in brands and lead to a decrease in consumer loyalty.