Golden Ratio of Marketing and Applied Psychology of Business
Golden Ratio of Marketing and Applied Psychology of Business (GRMAPB) with e-ISSN 2776-6349 publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, Golden Ratio of Marketing and Applied Psychology of Business serves practitioners and academicians in the fields of the applied psychology of business, marketing, consumer behavior and is an appropriate outlet for articles designed to be of interest, concern, and applied value to its audience of scholars and professionals. In the expertise field of Marketing, Consumer Behavior and Ethics in Marketing. Golden Ratio of Marketing and Applied Psychology of Business publishes original research articles, reviews, and notes dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, Golden Ratio of Marketing and Applied Psychology of Business encourages courageous and bold new ideas, focusing on contribution, theoretical, managerial, and social life implications. Golden Ratio of Marketing and Applied Psychology of Business fosters the exploration of online and offline marketing phenomena spanning the entire spectrum of products (goods & services), price, promotion (advertising, publicity, public relations, and selling), place (channels and distribution), and politics (public opinion, law, and ethics), all revolving around the individual and collective psyche of consumers. The Golden Ratio of Marketing and Applied Psychology of Business (GRMAPB) to be the journal for publishing articles reporting the results of research on business. The GRMAPB invites manuscripts in the areas: Marketing Management, Strategic Management, Operation Management, E-business, Knowledge Management in Marketing Fields, Management Information System for Marketing Fields, International Business, Business Economics, Business Ethics and Sustainable, Islamic Marketing, Consumer Behavior, Marketing Research, Entrepreneurship. Golden Ratio of Marketing and Applied Psychology of Business requires a research design with a high standard of methodological transparency. Manuscripts may be conceptual or empirical in nature and feature quantitative and/or qualitative analysis with well-illustrated tables, figures, and supportive material to enhance readers’ readability. Golden Ratio of Marketing and Applied Psychology of Business expects manuscripts to present research with no fatal methodological flaws, and with generalizable findings that go beyond a single cross-sectional study measuring self-reported behavioral intentions. Golden Ratio of Marketing and Applied Psychology of Business explores the application of marketing principles and practices within academic, commercial, industrial, public sector, and non-governmental organizational settings. Marketing covers many important aspects of strategy, planning, communications, direct response marketing, and media development, as well as retailing, technological innovations, and social responsibility. The Golden Ratio of Marketing and Applied Psychology of Business features: Basic and applied research that reflects current business marketing theory, methodology, and practice. Articles from leading researchers covering topics of mutual interest for the applied psychology of business and academic communities. A summary for business marketing practitioners and a structured abstract accompanying each article.
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<![CDATA[Understanding Consumer Behavior in Marketing Management: A Descriptive Study and Review of Literature ]]>
<![CDATA[Suca Rusdian]]>;
<![CDATA[Jajang Sugiat]]>;
<![CDATA[Yusuf Tojiri]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.416
<![CDATA[This research aims to explore the multifaceted nature of consumer behavior in marketing management by synthesizing literature on individual characteristics, social influences, cultural factors, and technological advancements. The study employs a comprehensive review methodology to analyze existing research findings and identify key insights into consumer decision-making processes and preferences. Drawing from diverse disciplines such as psychology, sociology, and marketing, the research investigates the interplay between individual traits, social dynamics, cultural norms, and technological innovations in shaping consumer behavior patterns. Methodologically, the study utilizes a systematic literature review approach to collate and analyze relevant literature, identifying common themes, theoretical frameworks, and empirical findings. The results of the research reveal the significant impact of individual characteristics, such as personality traits and values, on consumer preferences and purchasing behaviors. Moreover, social influences, including social identity theory and reference groups, emerge as critical determinants of consumer decision-making processes. Cultural factors, as elucidated by Hofstede's cultural dimensions theory, play a pivotal role in shaping consumer attitudes and behaviors across diverse cultural contexts. Additionally, technological advancements, particularly in social media and artificial intelligence, have transformed consumer behavior patterns, creating new opportunities and challenges for marketers. The findings underscore the importance of understanding the complex interactions between individual, social, cultural, and technological factors in designing effective marketing strategies.]]>
<![CDATA[Empowerment of Digital Marketing and Women's Role in Rural Economic Development : A Case Study in Nglinggi Village, Klaten, Central Java, Indonesia ]]>
<![CDATA[Solikhah Yuliatiningtyas]]>;
<![CDATA[Syaharani A. Putrian]]>;
<![CDATA[Tyan A. Ramadiansyah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.432
<![CDATA[This study investigates the impact of digital marketing training on rural economic development and women's empowerment in Nglinggi Village, Klaten, Central Java. Conducted over two years, the research engaged 25 participants from various backgrounds, utilizing interviews and observations. Drawing from Marketing and Women's Empowerment theories, the study explores how digital marketing interventions drive economic participation and reshape power dynamics. Results show improved digital literacy and business capacity, empowering women in economic activities. E-commerce integration expands market access, fostering local economic growth amidst COVID-19 challenges. The program fosters community collaboration and women's leadership, challenging gender norms. This research highlights digital marketing's transformative potential in rural development and gender empowerment.]]>
<![CDATA[Integrating Total Quality Management with Strategic, Operational, and Human Resource Management: A Qualitative Exploration of Synergies for Enhanced Organizational Performance ]]>
<![CDATA[Syamsul Alam]]>;
<![CDATA[Edy Jumady]]>;
<![CDATA[Yana Fajriah]]>;
<![CDATA[Ardiansyah Halim]]>;
<![CDATA[Sukarno Hatta]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.439
<![CDATA[This research explores the integration of Total Quality Management (TQM) with strategic, operational, and human resource management practices. Employing a qualitative approach, it conducts a systematic review and synthesis of existing literature to understand this integration and its implications for organizational performance comprehensively. The research design thoroughly examines scholarly literature using academic databases and inclusion criteria to select relevant studies. Data analysis employs thematic analysis to identify recurring themes, patterns, and relationships across the literature. Findings reveal the significance of strategic alignment in maximizing the effectiveness of TQM initiatives, driving operational efficiency, and fostering employee engagement. Challenges such as resistance to change, cultural barriers, and resource constraints are also identified, underscoring the complexity of TQM integration. The research highlights the need for theoretical advancements and managerial practices to overcome challenges and leverage opportunities for achieving sustainable competitive advantage. The integration of TQM with strategic, operational, and human resource management practices offers organizations a holistic approach to enhance organizational performance and achieve excellence in quality management.]]>
<![CDATA[Optimizing Marketing Strategies and Expenses in Medical Schemes, South Africa: Challenges and Solutions ]]>
<![CDATA[Michael Mncedisi Willie]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.445
<![CDATA[Marketing strategies and expenses are crucial for businesses' success and growth in today's dynamic marketplace. This paper explores the importance of targeted marketing efforts aimed at specific audiences and delivering high-quality products at competitive prices. However, challenges persist in the medical scheme sector, where transparency and specificity in marketing expenses are lacking, hindering the assessment of their value to customers. Despite acknowledging various reasons for stagnant membership, including affordability and entry barriers, notable increases in marketing expenses within medical schemes have complicated the situation. Poor marketing strategies have been associated with organizational underperformance, particularly within medical schemes with disproportionately high marketing expenses, often leading to failure due to governance shortcomings. Moving forward, prioritizing the development of strong brand identities, clear messaging, and effective customer engagement strategies is essential for insurance companies to thrive in a competitive market. Additionally, future research should explore innovative approaches to optimize marketing investments, enhance consumer value, and increase membership in medical schemes.]]>
<![CDATA[Sustainability Analysis of Carocok Painan Beach Area Management in Pesisir Selatan Regency ]]>
<![CDATA[Ricki Gushendrio]]>;
<![CDATA[Umar Mansyur]]>;
<![CDATA[M. Mujio]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.473
<![CDATA[The Carocok Beach tourist area has tourism potential that can be developed because it is located on the coast and is easily accessible and close to the center of Painan city. This tourist area needs to consider its sustainability so that the next generation can enjoy it. The aim of this research is to analyze the sustainability status of the Carocok Painan Beach Area. The research method is qualitative and quantitative with the Multidimensional Scaling (MDS) analysis technique with the Rapid Appraisal Index Rap-fish modified into Rap-ecotourism. The sustainability status of the Carocok Painan Beach tourist area is included in the quite sustainable category with an average index value of 57.37. The index values for the 5 dimensions are the ecological dimension quite sustainable (56.16), the economic dimension quite sustainable (51.29), the social dimension quite sustainable (54.63), the infrastructure dimension quite sustainable (63.01), and the laws and institutions are quite sustainable (61.76).]]>
<![CDATA[Strategic Marketing Management: Unveiling Consumer Psychology through Qualitative Analysis and Literature Review ]]>
<![CDATA[B. Bungatang]]>;
<![CDATA[Edy Jumady]]>;
<![CDATA[Firman Ali]]>;
<![CDATA[Ramlan Natsir]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.482
<![CDATA[The purpose of this qualitative research study is to explore consumer psychology and its implications for strategic marketing management. Grounded in the grounded theory methodology, the study aims to delve into the multifaceted nature of consumer decision-making processes, the influence of emotions on brand perception, the role of social media in shaping consumer behavior, and the significance of brand identity and differentiation in the competitive marketplace. The research methodology involves a comprehensive review of existing literature related to consumer psychology and strategic marketing management, encompassing scholarly articles, books, and reports. Data analysis procedures include systematic coding, categorization, and interpretation of qualitative data extracted from the literature. The key findings of the study underscore the intricate interplay of factors influencing consumer behavior, including attitudes, emotions, social norms, and perceived behavioral control. Emotions emerge as a crucial determinant of brand perception, with positive emotional experiences fostering brand loyalty and negative emotions undermining consumer trust. Social media platforms play a pivotal role in shaping brand perceptions and purchase decisions, while brand identity serves as a strategic asset for differentiation and market positioning. The study contributes to a deeper understanding of consumer psychology and provides insights for marketers to develop targeted and effective marketing strategies that resonate with consumers' motivations and preferences.]]>
<![CDATA[The Effect of Product Quality and Halal Label Perceptions on Wardah Consumer Preferences: Empirical Study from Nirwana Cosmetics in Mamuju District, Indonesia ]]>
<![CDATA[Sinar, S.]]>;
<![CDATA[Fajariani , Nur]]>;
<![CDATA[Asia, Nur]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.1161
<![CDATA[This study aims to determine the effect of product quality variables and perceptions of halal labels on Wardah consumer preferences at Nirwana Cosmetics, Mamuju Regency. The method used in this study is quantitative, with primary data obtained through questionnaires. Respondents in this study were all customers who made purchases at Nirwana Cosmetics, Mamuju Regency. The sample was taken using the accidental sampling technique, with a sample size of 30 respondents. Data analysis in this study used multiple linear regression, validity test, reliability test, t-test, and F-test. The results showed that product quality and perceptions of halal labels had a positive and significant partial effect on Wardah consumer preferences at Nirwana Cosmetics, Mamuju Regency. In addition, product quality and perceptions of halal labels also had a significant simultaneous effect on Wardah consumer preferences at Nirwana Cosmetics, Mamuju Regency.]]>
<![CDATA[Analysis of Marketing Strategies and Prices in Increasing Sales ]]>
<![CDATA[Huriasyahra, H.]]>;
<![CDATA[Ramli, R.]]>;
<![CDATA[Hajjad, Mu’fidatul Nurul]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.1162
<![CDATA[This study aims to determine the marketing strategy for increasing sales at Toko Naya Shop Mamuju. The research employs qualitative methods, with data collected through observation and interviews. The study was conducted at Toko Naya Shop Mamuju, where the shop's owner was the research informant. The interview data were analyzed using SWOT analysis. The results indicate that Toko Naya Shop Mamuju has the following internal factors: four strengths with a total score of 1.05 and four weaknesses with a total score of 1.2. As for external factors, the shop has four opportunities with a total score of 1.03 and four threats with a total score of 0.96. Based on this analysis, Toko Naya Shop Mamuju is positioned in quadrant III, suggesting that the appropriate strategy to adopt is the Turnaround Strategy, a defensive strategy. Although the shop is in a weak position, it has significant opportunities. Therefore, Toko Naya Shop should revise its previous strategy and adopt a new one that aligns with the existing opportunities. The alternative strategies that Toko Naya Shop can implement to increase sales include Increasing business capital to provide fashion products that align with the community's needs, particularly in Mamuju City. Leveraging the development of information technology and using social media as a promotional tool to reach a wider audience and attract potential customers.Increasing the availability of clothing stock to meet the ever-growing fashion demands of the community.Offering wholesale services that reflect current fashion trends.]]>
<![CDATA[The Effect of Service Quality and Product Diversity on Customer Loyalty ]]>
<![CDATA[Jefri, J.]]>;
<![CDATA[Junaeda, J.]]>;
<![CDATA[Suharlina, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.1163
<![CDATA[This study aims to determine the effect of Service Quality and Product Diversity on Customer Loyalty at TPC Raja Wallpaper in Mamuju Regency. The research method employed is quantitative, using primary data collected through questionnaires. The respondents in this study were all customers who made purchases at TPC Raja Wallpaper in Mamuju Regency. The sampling technique used was accidental sampling, with a sample size of 30 respondents. The analysis in this study utilizes multiple linear regression, validity testing, reliability testing, t-tests, and F-tests. The results indicate that both Service Quality and Product Diversity have a positive and significant partial effect on Customer Loyalty at TPC Raja Wallpaper in Mamuju Regency. Additionally, Service Quality and Product Diversity simultaneously significantly impact Customer Loyalty at TPC Raja Wallpaper in Mamuju Regency.]]>
<![CDATA[Business Internationalization Strategy Process Review Based on the Uppsala Model ]]>
<![CDATA[Pahrizal, P.]]>;
<![CDATA[Sudarmiatin, S.]]>;
<![CDATA[Sumarsono, Hadi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.285
<![CDATA[Research on the process of business internationalization strategy has attracted the attention of researchers around the world. These various reviews in the business internationalization strategy process have attracted researchers to analyze its behavior and influencing factors with various theoretical approaches to contribute to the development of international business studies. This paper is intended to provide an overview of the various approaches applied in various business internationalization strategy processes. Small and Medium Enterprises (SMEs) have played an active role in economic development for various countries. Not only do they have an impact on the local market but also on the international market. The involvement of small and medium-sized enterprises businesses in the international world has brought great contributions to the country's economic development, employment, and exports. This paper reviews the studies and research that have been conducted by experts on the internationalization process for SMEs at different economic levels. It finds that there are some similar and different factors that play a role in the internationalization process, i.e. the classification of theories and methods that have been used in the research from the findings of previous studies. This review will provide a better understanding of the field of business internationalization strategy process. ]]>
