ABSTRACT
In this article, the authors make the concept and purpose of business the starting point of their reflections. Business as an economic category refers to economic activities that maximise value for the owner in the long term through the sale of goods and/or services. Milton Friedman's position, winner of the 1976 Nobel Prize in Economics, proclaiming the social responsibility of business and labour in the sphere of the distribution of business effects, is highlighted. The paper then places the purpose of economic action in a broader context to determine how economic action affects other moral values, and how the bearing of responsibility determines the ethicality of actions in a company. Three examples of violations of ethical norms were analysed. These were the violation of gas emission standards by Volkswagen, the protection of personal data by Facebook and Cambridge Analytica and some other cases. In addition, it is presented how US business ethicists are looking for renaissance ways to deliver and evaluate education in the subject of business ethics in order to make the lecture attractive, realistic and truly reflective of global business in the 21st century. The study concludes.

ABSTRACT
The success of a company's target market is heavily dependent on purchasing decisions. The aspect that influences consumers' purchase decisions is the brand image. The buying decision is substantially influenced by brand perception. In this instance, brand image is significant for resellers as business players. Consumer service quality is another consideration. Quality of service is a manner of conducting business that tries to make ongoing quality improvements to the company's operations, products, and services. This type of research is quantitative, applying multiple linear regression techniques using moderating variables. The population of this study was all 150 customers of the Compassnyaban shoe store for the period July 2021 to June 2022 using the census method. The results showed that the brand image of Compass shoes found that Compass shoes used ideal raw materials. Compassnyaban shoe store's service quality was found to be responsive through complaint handling. The decision to purchase Compass shoes found that customers chose Compass shoes because of their trusted quality and quality. The result of this study is that brand image influences the purchasing decisions of Compassnyaban shoe store customers. The results showed that service quality did not affect the purchasing decisions of Compassnyaban shoe store customers. Demographic factors (gender, age, education) as moderating variables strengthen the influence of brand image on purchasing decisions at the Compassnyaban shoe store in Malang. Demographic factors such as education are the moderating variable that strengthens the relationship between brand image and purchasing decisions. Demographic factors (gender, age, education) as moderating variables strengthen the negative effect of service quality on purchasing decisions at the Compassnyaban shoe store in Malang. Demographic factor as education is the moderating variable that weakens the relationship between brand image and the decision to buy Compass s

ABSTRACT
This research is about the condition finance credit guarantee (Jamkrida) in Indonesia and aims to determine the impact of the Covid-19 pandemic on the financial condition of liquidity, risk guarantee, asset management, and profitability. The study population is 18 Jamkrida in Jamkrida, Indonesia. The sample was determined in a census; however, only 11 companies were available for the data. Period observation for four years is divided into before the Covid-19 pandemic in 2018-2019 and during the Covid-19 pandemic in 2020-2021. Data sourced from their website company and analyzed in a manner descriptive and different tests in pairs. Research results show no significant difference in ratio liquidity, ratio of guarantee risk, and asset management before and during the covid 19 pandemic, meaning the covid-19 pandemic is not influential to these three variables. However, there is a significant difference in profitability before and during the Covid-19 pandemic; in other words, the Covid-19 pandemic affects acquisition profit.