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[Challenges and Considerations in Assessing Healthcare Service Quality: A Comprehensive Analysis ]]>
<![CDATA[Willie, Michael Mncedisi]]>
<![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.v4i2.403
<![CDATA[Service quality is vital in determining customer satisfaction and loyalty across industries. This paper comprehensively reviews service quality as a mediator variable, synthesising existing literature on its theoretical underpinnings, empirical evidence, and practical implications. Traditional service quality dimensions like reliability and responsiveness are discussed alongside emerging dimensions like accessibility and communication. The application of the SERVQUAL model across different industries is examined, highlighting its utility and addressing limitations, particularly in healthcare. Challenges related to standardisation, intangible aspects of care, limited scope, dynamic care delivery, biases in patient responses, lack of generalizability, and contextual factors in telemedicine are discussed. Tailored approaches considering industry-specific dynamics and customer needs are recommended to enhance service quality assessment and management.]]>
<![CDATA[Understanding Consumer Behavior in Marketing Management: A Descriptive Study and Review of Literature ]]>
<![CDATA[Rusdian, Suca]]>;
<![CDATA[Sugiat, Jajang]]>;
<![CDATA[Tojiri, Yusuf]]>
<![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[Yuliatiningtyas, Solikhah]]>;
<![CDATA[Putrian, Syaharani A.]]>;
<![CDATA[Ramadiansyah, Tyan A.]]>
<![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[Alam, Syamsul]]>;
<![CDATA[Jumady, Edy]]>;
<![CDATA[Fajriah, Yana]]>;
<![CDATA[Halim, Ardiansyah]]>;
<![CDATA[Hatta, Sukarno]]>
<![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[Willie, Michael Mncedisi]]>
<![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[Brand Management in Medical Schemes: Outsourcing and Website Dynamics ]]>
<![CDATA[Willie, Michael Mncedisi]]>
<![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.v4i2.472
<![CDATA[Outsourcing has become a widely adopted strategy to enhance operational efficiency in the rapidly changing medical schemes sector. However, it also poses challenges in maintaining brand identity and differentiating between medical schemes and third-party administrators. This study examines the impact of outsourcing on brand extension and website development within medical schemes, utilizing a mixed-method research approach that includes a comprehensive literature review and detailed case study analyses. It explores the distribution of administration fees, identifying distinct patterns and potential anomalies in fee rates across various operational models. Additionally, the research investigates complaints about medical scheme websites, emphasizing the crucial role of accurate and reliable online resources in ensuring member satisfaction. Complaints about these websites predominantly concern failures to update content and discrepancies in network information, each accounting for 28% of the issues reported. Other concerns include transparency, accuracy of information, claims disputes, and unmet coverage expectations, underscoring the need for significant improvements in website management to build trust and enhance the member experience. The analysis also highlights that schemes managing operations internally incur higher administration expenses than those outsourcing these functions. The study recommends that medical schemes focus on clearly distinguishing themselves from third-party administrators in branding and communication by developing distinct brand identities that reflect their unique value propositions and services. There is a critical need to improve the functionality and transparency of scheme websites to enhance member engagement and satisfaction, especially for schemes with their unique sites. This study provides a comprehensive overview of the importance of brand identity and customer service in shaping the healthcare experience for members of medical schemes, offering practical recommendations for industry stakeholders and policymakers.]]>
<![CDATA[Sustainability Analysis of Carocok Painan Beach Area Management in Pesisir Selatan Regency ]]>
<![CDATA[Gushendrio, Ricki]]>;
<![CDATA[Mansyur, Umar]]>;
<![CDATA[Mujio, M.]]>
<![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[Bungatang, B.]]>;
<![CDATA[Jumady, Edy]]>;
<![CDATA[Ali, Firman]]>;
<![CDATA[Natsir, Ramlan]]>
<![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[Strengthening Consumer Buying Interest Through Service Quality and Product Existence and Price ]]>
<![CDATA[Nurhayati, N.]]>;
<![CDATA[Lewangka , Oesman]]>;
<![CDATA[Badawi, Andi Mappatompo]]>
<![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.v4i2.488
<![CDATA[MSME actors such as the Roti Bakar 19 Bandung are one of the economic institutions that contribute positively to economic growth so they need to be empowered as an integral part of the people's economy which has a strategic position, role and potential to create a national economic structure that is more balanced, developed and just (Amien & Zulkarnaen, 2022) . The aim of this research is to analyze and test the influence of price and product on perceptions of service quality at the Roti Bakar 19 Bandung in Makassar City. To analyze and test the influence of price, product, perceived service quality on consumer buying interest at the Roti Bakar 19 Bandung in Makassar City. To analyze and test the effect of price and product on consumer buying interest through perceptions of service quality at the Roti Bakar 19 Bandung in Makassar City. This type of research uses quantitative methods. This research was conducted at the Roti Bakar Bandung 19 Makassar City. Sampling used Malhotra theory by calculating 85 samples. The data collection method used in this research was by using questionnaires and interviews. Researchers used a Likert scale as a measurement scale for the questionnaire. The analysis technique used is path analysis. The results of this study indicate that the product has an insignificant positive influence on quality of service with. Price has a significant negative influence on consumer buying interest. The product has a significant positive influence on interested in buying. Service quality has a significant influence on buying interest. Price has a significant influence on consumer buying interest through service quality. The product has a positive and significant influence on Consumer buying interest through service quality.]]>
<![CDATA[Exploring Digital Entrepreneurship: A Qualitative Study on New Business Models and Digital Marketing Strategies ]]>
<![CDATA[Razak, Nurlaely]]>;
<![CDATA[Syamsu, Nur]]>;
<![CDATA[Djunaid, Muhammad Rusli]]>;
<![CDATA[Tenriolle, A.]]>
<![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.v4i2.554
<![CDATA[This qualitative study explores the dynamics of digital entrepreneurship and marketing, aiming to provide insights into the multifaceted nature of the digital economy. Employing a systematic literature review and thematic analysis methodology, the research delves into the role of platform-based business models, digital marketing strategies, and emerging trends within the digital landscape. The study reveals that platform ecosystems play a pivotal role in driving value creation and innovation, serving as catalysts for entrepreneurship by providing essential infrastructure and opportunities for value exchange. Additionally, it emphasizes the significance of data-driven decision-making and marketing analytics in optimizing digital marketing strategies, enabling businesses to deliver personalized experiences and drive engagement across multiple channels. Key findings include the transformative implications of platform-based business models for various stakeholders, the importance of user-centric design principles in enhancing customer experiences, and the challenges posed by regulatory compliance and technological integration. The study contributes to theoretical understanding by elucidating the complexities of digital entrepreneurship and marketing, while also offering practical implications for entrepreneurs to navigate the competitive digital marketplace successfully.]]>
