This study uses a literature review method with data sources taken from scientific journals to gain a deeper understanding of the role of business ethics in consumer satisfaction. This study aims to examine the role of business ethics on consumer satisfaction through a review of relevant literature. Business ethics include moral principles applied in company activities such as fairness, honesty, responsibility and transparency. The results of the study indicate that the implementation of good business ethics can increase consumer trust, loyalty and create a positive perception of the company. In addition, consistent implementation of business ethics has the potential to reduce conflict with consumers and improve the company's reputation in the market. Literature analysis indicates a positive relationship between business ethics and consumer satisfaction; consumers tend to feel more satisfied when companies demonstrate a commitment to ethical values ??in their business practices. This study provides valuable insights for companies to strengthen sustainable business strategies based on ethical values, with the aim of improving consumer experience and competitiveness in the market.

The subject of marketing audits has been the center of interest for both academic and professional researchers. The existence of marketing audits can help improve corporate governance, prevent fraud and increase the efficiency of company operations. The purpose of this study is to determine the development of marketing audit research using bibliometric analysis in the VOSviewer 1.6.20 application, and research data is facilitated through the use of the Publish or Perish (PoP) application. The data collected was obtained from examining search results related to the keyword “Marketing Audit” obtained from scientific journals indexed by Google Scholar as many as 1,870 articles, covering the period 2005 to 2024, have been identified in this study. The research method used in this study is qualitative. The research shows that the development of marketing audit research from the period 2005 to 2024 experienced an up and down graph, with the most publications in the period 2023 and the smallest in 2019. The results show the importance of bibliometric analysis in providing analytical data about this study providing guidance and serving as a valuable resource for researchers involved in the exploration and identification in this research theme