Data integrity involves maintaining the accuracy, consistency, and reliability of data throughout its lifecycle in business operations. This concept is fundamental to ensuring that data remains trustworthy, enabling organizations to make informed decisions based on accurate information. Data integrity is enforced through validation, error-checking mechanisms, and regular audits. Additionally, implementing security measures helps protect data from unauthorized access or corruption. By prioritizing data integrity, businesses can enhance operational efficiency, comply with regulations, and build customer trust, ultimately strengthening their competitive advantage in the market.