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[The Effect of Brand Image, Price and Product Quality on Purchasing Decisions for Iphone Products ]]>
<![CDATA[Sari, Indah Mutiara]]>;
<![CDATA[Asral, A.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.454
<![CDATA[This study is designed to examine the impact of Brand Image, Price, and Product Quality on Purchasing Decisions for iPhone products, especially in competition with other brands. The increasingly competitive condition of the cellphone market, especially with the emergence of iPhone products as a basic necessity in an ever-growing era, also affects the company's strategy for maintaining its position in the market. In addition, this study also aims to identify the most dominant factor influencing the purchase decision of iPhone products between Brand Image, Price, or Product Quality. The survey method was chosen to collect information from 96 respondents of potential iPhone product users at Universitas Pelita Bangsa, specifically from the class of 2020 students at the Faculty of Economics, Business Management Study Program. In this research, the approach applied is quantitative, using questionnaires and literature studies as data collection techniques. Data analysis was carried out through several methods, including validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. Based on the t-test results, a calculated t-value of 2.861 with a significance level of 0.005 was obtained, indicating acceptance of the initial hypothesis. This confirms the significant and positive effect of brand image on purchasing decisions. The t-test results on the price variable produced a t-value of 8.009 with a significance level of 0.00, which indicates that the second hypothesis is accepted. This shows that price partially has a positive and significant influence on purchasing decisions. Meanwhile, the product quality variable obtained from the t-test results shows a calculated t-value of 2.022 with a significance of 0.046, stating the acceptance of the third hypothesis and indicating a positive and significant effect of product quality on purchasing decisions. Based on these findings, it can be concluded that 81.5% of purchasing decisions are influenced by a combination of brand image, price, and product quality variables, while the other 18.5% are influenced by other variables not examined in this study.]]>
<![CDATA[Digital Advertising Trends and Effectiveness in the Modern Era: A Systematic Literature Review ]]>
<![CDATA[Prihatiningsih, Titin]]>;
<![CDATA[Panudju, Redi]]>;
<![CDATA[Prasetyo, Iwan Joko]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.505
<![CDATA[This research aims to understand the latest trends in digital advertising and measure the effectiveness of video content and social media in increasing engagement, conversion, brand awareness, and customer loyalty. This research utilizes a quantitative study design with a cross-sectional survey to collect data from social media-active consumers exposed to video advertisements. Data analysis used descriptive and inferential statistical techniques to test the relationship between these variables. The findings showed that video content is highly effective in attracting attention and maintaining consumer interest longer than text or static images. The video also allows for more complex and emotional messaging. Social media facilitates two-way interaction between brands and consumers, strengthening relationships and increasing customer loyalty. Integrating video content with social media platforms such as YouTube, Facebook, Instagram, and TikTok significantly increases engagement and conversion. Personalization of ads through artificial intelligence (AI) technology has also been shown to increase campaign relevance and effectiveness. This research contributes to the digital advertising literature by demonstrating the importance of integrating video and social media content and using AI technology for personalization. The findings offer practical guidance for advertisers to improve the effectiveness of their campaigns. However, this study has limitations in sample coverage and quantitative analysis focus. Future research should expand the sample and incorporate qualitative approaches to gain more comprehensive insights.]]>
<![CDATA[Analysis of The Factors of Competitive Advantage of Women SME Actor: Empirical Study From Limo Sub-District, Depok City, Indonesia ]]>
<![CDATA[Nobelson, N.]]>;
<![CDATA[Yuliniar, Y.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.552
<![CDATA[The development of the SME sector plays a vital role in the Indonesian economy, contributing significantly to gross domestic product, employment, and exports. Despite the complex challenges, attention to women's SMEs is increasing in the Limo District, Depok City. This quantitative research uses the factor analysis method to analyze the competitive advantage factors of women SME actors with a sample of 100 persons. This study identifies and analyzes the application of competitive advantage factors that support the performance of women SMEs. The results show that women SMEs can adapt and innovate despite capital and knowledge limitations. The implications of this research guide for the government and related institutions to formulate strategies to improve the performance and contribution of women SMEs in sustainable economic development in the region.]]>
<![CDATA[Market Penetration Strategy by Increasing Firm Competitiveness ]]>
<![CDATA[Harahap, Minta Ade Doliana]]>;
<![CDATA[Soemitra, Andri]]>;
<![CDATA[Rahma, Tri Inda Fadhila]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.712
<![CDATA[To achieve successful market penetration, businesses must navigate complexities related to culture, legal frameworks, economic conditions, and competition. Businesses must decide whether to standardize their marketing strategies across different markets or adapt them to suit unique market characteristics. Competition is the ability to perform better, and faster. In facing competition, companies need to determine the right strategy, because in general companies are trying to survive, grow and develop. The purpose of the Market Penetration Strategy research by Increasing Company Competitiveness can include several aspects, namely, Assessing the company's strengths and weaknesses. Conducting market analysis to understand existing opportunities and challenges, including consumer preferences and behavior, and market trends and Developping an effective Market Penetration Strategy to increase market penetration, such as products, improving customer service, or competitive pricing strategies. This study uses a descriptive qualitative method to find out how PT. AJS Bumiputera markets its products, using market penetration to increase competitiveness, or to find out what the biggest challenges are in its market penetration strategy. This study uses a qualitative method as one of the methodologies in research that does not yet have a standard definition and is generally agreed upon for use. From the results of the study it is known that PT. Bumiputera Sharia Life Insurance, using market penetration through digital platforms such as social media, company websites, and online advertising campaigns to reach a wider audience. Organizing events, seminars, or workshops, related to finance or health. Providing education about the benefits of insurance products to the public, conducting direct promotions through telemarketing, or face-to-face marketing to introduce products directly.]]>
<![CDATA[Customer Service Strategies for Building Loyalty and Satisfaction at The Heights Sky Lounge ]]>
<![CDATA[Amirullah, Faizal]]>;
<![CDATA[Wijoyo, Tuwuh Adhistyo]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.737
<![CDATA[This research examines the influence of customer service practices on improving visitor loyalty and satisfaction at The Heights Sky Lounge. The study utilizes a qualitative research methodology to investigate the influential aspects of customer experiences. This is achieved via the use of in-depth interviews, focus groups, observational research, and document analysis. The results indicate that providing tailored service, comprehensive staff training, meticulous attention to detail, and strong feedback systems are essential for enhancing customer happiness and cultivating loyalty. Customized interactions and individualized suggestions greatly improve the eating experience, while proficient personnel guarantee constant and top-notch service. The careful consideration of the physical setting and eating mood enhances the whole experience, making it more memorable. Moreover, the proficient use of client input enables ongoing improvement and adjustment to changing tastes. While the present service procedures generally meet consumer expectations, there are areas where improvements may be made in terms of providing consistent customized care and being adaptable to individual demands. This study offers useful insights for improving customer service tactics to enhance loyalty and achieve long-term success in the highly competitive premium dining industry.]]>
<![CDATA[Iqra Plus Partner Product Development Strategy in Determining the Orientation of Sharia Life Insurance Market Segmentation ]]>
<![CDATA[Eka Putri Simanjuntak, Febrina]]>;
<![CDATA[Anggraini, Tuti]]>;
<![CDATA[Syarbaini, Ahmad Muhaisin B]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.758
<![CDATA[Mitra Iqra Plus is one of the products owned by PT. Asuransi Jiwa Syariah Bumiputera, Medan Branch, which aims to help fund children's education. The purpose of this study was to determine the development strategy of Mitra Iqra Plus in the orientation of insurance market segmentation at PT. Asuransi Jiwa Syariah Bumiputera, Medan Branch. This type of research uses qualitative research. Data collection techniques include interviews, observations, and documentation. The results of the study indicate that PT Asuransi Jiwa Syariah Bumiputera, Medan Branch is in accordance with sharia elements, namely it does not contain maysir (gambling), gharar (uncertainty), haram, usury, and bathil. The contracts used at Mitra Iqra Plus are Tabarru contracts, Wakalah bil ujrah contracts, and Mudharabah contracts. The marketing strategy chosen is to use a traditional marketing channel strategy through agents. The goal is to provide the best service and satisfaction to prospective customers.]]>
<![CDATA[Harnessing Digital Intelligence: Enhancing Effectiveness in Digital Marketing ]]>
<![CDATA[Sugiharto, Bambang]]>;
<![CDATA[Harkim, H.]]>;
<![CDATA[Hiya, Nirmadarningsih]]>;
<![CDATA[Simanungkalit, Rejekia Vaizal]]>;
<![CDATA[Andriani, Maya]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.770
<![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.]]>
<![CDATA[The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective ]]>
<![CDATA[Mandung, Fitriani]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.782
<![CDATA[This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.]]>
<![CDATA[The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises: Empirical Study in Kampar Regency, Indonesia ]]>
<![CDATA[Irfandi, Nazmul]]>;
<![CDATA[Halim, Edyanus Herman]]>;
<![CDATA[Wijayanto, Gatot]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.784
<![CDATA[In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.]]>
<![CDATA[The Continuance Usage Intention of E-Government Services Based on Technology Continuance Theory ]]>
<![CDATA[Hunneman, Taufan]]>;
<![CDATA[Napitupulu, Darmawan]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i1.854
<![CDATA[The growing adoption of e-Government services, such as Satu Data Indonesia (SDI), requires a deeper understanding of factors that influence the long-term usage of these services. This study aims to explore the continuance usage intention of e-Government services by applying Technology Continuance Theory (TCT). The research examines the roles of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Satisfaction (SAT), and Attitude (ATT) in driving the sustained use of SDI. Data were collected through an online survey involving 175 respondents who have used the SDI platform. The findings reveal that while PU significantly influences both satisfaction and attitude, PEOU only affects PU and does not directly influence attitude. Furthermore, ATT is the strongest predictor of continuance intention (CI), with SAT indirectly influencing continuance intention through ATT. These results suggest that user retention depends more on developing positive attitudes through satisfying experiences rather than solely focusing on system usability or usefulness. The study provides valuable insights for policymakers and service developers to enhance e-Government services for sustained user engagement.]]>
