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.
Articles
50 Documents
Search results for
, issue
"Vol. 5 No. 1 (2025): July - January"
:
50 Documents
clear
<![CDATA[The Influence of TikTok Affiliate Digital Marketing Strategy on Generation Z Purchase Intentions in Jakarta, Indonesia ]]>
<![CDATA[Azmi, Nurul]]>;
<![CDATA[Afriyani, Tri]]>;
<![CDATA[Kurniaty, Dewi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.891
<![CDATA[This study aims to examine the influence of TikTok affiliate digital marketing strategies on the purchase intentions of Generation Z in Jakarta. To examine purchase intentions through TikTok affiliate marketing among Generation Z in Jakarta, variables such as perceived usefulness, trust, promotion, consumer feedback, and social impact were utilized. A quantitative method was employed by distributing questionnaires, and the data were examined using multiple linear regression analysis. The results indicate that social impact and consumer feedback have a positive and significant influence on purchase intentions. The implications of this research suggest that to enhance the purchase intentions of Generation Z in Jakarta, businesses and affiliate partners need to focus on consumer feedback or positive reviews from previous customers. Furthermore, Generation Z tends to place greater trust in recommendations from close connections such as friends, family, and relatives. To boost the purchase intentions of Generation Z in Jakarta, affiliate partners can create content highlighting positive customer reviews or businesses can collaborate with micro-influencers to build closer connections with the target audience.]]>
<![CDATA[Understanding the Dynamics of Collaboration and Partnerships: A Qualitative Inquiry into Enhancing Competitiveness through Strategic Alliances and Business Networks ]]>
<![CDATA[Syaifuddin, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.66
<![CDATA[This study aims to explore collaboration dynamics and partnerships within contemporary business landscapes, focusing on their significance in enhancing organizational competitiveness. The research employs a qualitative inquiry methodology, drawing on a comprehensive review of existing literature to develop a nuanced understanding of collaborative endeavors. The methodology involves defining the scope and objectives of the study, conducting a thorough literature search, collecting relevant data, and analyzing the findings. The results of the study highlight strategic motivations as primary drivers for organizations to engage in collaborative arrangements, emphasizing the importance of market expansion, technological innovation, and risk reduction. Furthermore, the study delves into the multifaceted nature of collaboration dynamics, examining the role of trust, reciprocity, and governance mechanisms in fostering cooperation among partners. The findings underscore the significance of integrating contractual and relational governance mechanisms to enhance the effectiveness and sustainability of collaborative arrangements. Additionally, the study emphasizes the need for a comprehensive assessment of performance outcomes, encompassing financial, strategic, and relational dimensions. Overall, the research contributes to theoretical advancements in strategic management and collaboration studies, offering insights into the mechanisms driving collaboration dynamics and outcomes in contemporary business environments.]]>
<![CDATA[Powering Brand Success: The Impact of Firm-Created and User-Generated Content on Equity, Attitude, and Purchase Intentions ]]>
<![CDATA[Soekotjo, Sundari]]>;
<![CDATA[Lestari, Setyani Dwi]]>;
<![CDATA[Hendrawan, Koen]]>;
<![CDATA[Brabo, Nora Andira]]>;
<![CDATA[Iswati, Heni]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.81
<![CDATA[This study aims to analyze the impact of Firm Created Content (FCC) and User Generated Content (UGC) on brand equity and purchase intention of Grab-and-Go coffee brand. In today's digital era, content generated by both companies and users plays a critical role in shaping consumer perceptions of brands. FCC refers to all content created by companies to promote their products and services, while UGC is content created by consumers that reflects their experiences with a product. This research employs a quantitative method using an online survey involving 300 respondents who are consumers of Grab-and-Go coffee. The results of the study indicate that both FCC and UGC have a significant impact on brand equity. High-quality FCC can enhance brand awareness, perceived quality, and consumer loyalty. On the other hand, positive UGC can strengthen the emotional connection between consumers and the brand, as well as increase consumer trust. Furthermore, the study also finds that strong brand equity contributes to an increase in purchase intention. Data shows that 75% of respondents are more likely to purchase Grab-and-Go coffee products after being exposed to engaging content from both the company and users. Through this analysis, the study provides valuable insights for marketers in designing effective content strategies to enhance brand equity and drive purchase intention. The findings are expected to serve as a reference for other coffee companies in leveraging FCC and UGC to achieve a competitive advantage in an increasingly competitive market. The study also recommends that companies be more proactive in encouraging consumer participation in content creation and utilize social media platforms to enhance engagement with their audience.]]>
<![CDATA[An Analysis of Guest Relation Officer Responses to Complaints at Zeus Restaurant, Apsara Beach Front Resort and Villa, Thailand ]]>
<![CDATA[Musa, Mukhammad]]>;
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.453
<![CDATA[This study examines the role of Guest relations officers (GROs) in handling complaints at Zeus Restaurant, Apsara Beach Front Resort and Villa, Thailand, focusing on the effectiveness of various complaint management strategies and their impact on guest satisfaction. Utilizing a qualitative research approach, the study involved semi-structured interviews with 10 GROs to explore common types of complaints, the strategies employed for resolution, and the outcomes of these strategies. Findings revealed that complaints primarily concern services, food quality issues, and staff behaviour. GROs effectively managed these complaints through immediate acknowledgement, empathetic communication, and prompt problem resolution. The study highlighted the significance of follow-up actions, such as checking in with guests and offering compensatory gestures, in enhancing guest satisfaction and loyalty. Thematic analysis of the interview data indicated that well-handled complaints could transform negative experiences into positive ones, thereby improving overall guest perceptions and service quality. The research underscores the importance of training GROs in emotional intelligence and problem-solving skills and suggests that advanced technologies and structured complaint management processes are crucial for maintaining a high standard of service. This study contributes to the understanding of effective complaint-handling practices in luxury hospitality settings and provides insights into enhancing guest relations and operational excellence.]]>
<![CDATA[The Role of Digital Marketing in Shaping Customer Retention: A Mediated Analysis of Perceived Value ]]>
<![CDATA[Romagia, R.]]>;
<![CDATA[Indrayani, I.]]>;
<![CDATA[Damsar, D.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.527
<![CDATA[This study aims to analyze the effect of digital marketing on customer retention by considering customer perceived value as a mediator. The method used is a quantitative approach with a descriptive-explanatory design, a sample of 250 respondents was collected from customers who interact with the company through digital platforms and analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that digital marketing has a significant positive influence on customer retention, with customer perceived value serving as a mediator that strengthens this relationship. The findings indicate that effective digital marketing strategies, such as content personalization and responsive interactions, can increase customer perceived value, with implications for increasing customer loyalty. This research offers original value by emphasizing the importance of local context in the implementation of digital marketing strategies, especially in non-urban areas such as Indragiri Hulu. The implications of these findings suggest that companies should focus on increasing the value perceived by customers through a more personalized and relevant shopping experience. Thus, this study not only provides new insights into the relationship between digital marketing and customer retention, but also provides practical recommendations for companies to design more effective marketing strategies, which can ultimately increase customer loyalty and business sustainability.]]>
<![CDATA[Exploring Psychological Drivers in Dynamic Pricing and Consumer Decision Making ]]>
<![CDATA[Niemeier, Christian]]>;
<![CDATA[Pospisil, Richard]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.654
<![CDATA[This research aims to explore psychological aspects of consumers’ decision-making process from the perspective of dynamic pricing strategies in e-commerce systems. As online retail continues to grow, exploring pricing algorithms, UX, and consumer behaviors becomes vital to businesses and researchers Which leads to research questions. How do consumers perceive and respond to dynamic pricing; how perceived UX affects consumers’ interactions with dynamic pricing; what is the effect of ethical considerations on consumers’ trust and engagement. The results show that there exists a complex relation between pricing methods , customer experience components and psychological factors. Studies found that range of price dynamicity and the equity of the actions determines buyers’ attitudes towards DPs’ changes. From the study, better UX design development of easy-to-understand interfaces and value propositions has higher acceptance by consumers. The issue of data protection and price policies occupy a significant portion of consumer credibility and brand sustainment. The discussion adds value on how psychological processes trigger consumers responses to dynamic prices. This study acts as a handbook for ethical and efficient pricing methodologies that fit the budget firm, keeping the consumer's content. Furthermore, it forms the basis for future studies of the dynamics of online retail and consumer behaviour in e-commerce.]]>
<![CDATA[Efforts To Overcome the Digital Crime Modus Operandi of Clicking Whatsapp Links that Harm Customers Using the 4c Diamond Framework with Tows Analysis ]]>
<![CDATA[Wijaya, Oki]]>;
<![CDATA[Sunarno, AG]]>;
<![CDATA[Sutono, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.704
<![CDATA[This research aims to determine efforts to overcome digital crime, the modus operandi of clicking WhatsApp links that harm customers using TOWS analysis at PT. Bank Rakyat Indonesia Kudus branch. The research sample consisted of 8 sources (informants) who were selected based on holding positions starting from Head of Unit as well as additional informants who were competent in their fields, Supervisor, 2 (two) CS and 2 (two) IT officers, who had sufficient time to be interviewed and were willing to become informants. Data was collected through interviews and analyzed qualitatively using the 4c diamond framework using TWOS analysis. The research results showed that efforts to overcome digital crime, the modus operandi of clicking WhatsApp links, was based on the 4c diamond perspective. Where category 4c includes Change, Competitor, Customer and Company. Based on the perspective of change (change), the following crime prevention efforts use Strength and Opportunities strategies. This is due to the tendency for opportunities to be compared to threats and for strengths to be compared to weaknesses, so it is not meaningful for the BRI Undaan Kudus Unit. As well as the Strategy position Based on TOWS Analysis at PT. Bank Rakyat Indonesia Undaan Unit. Based on the TOWS analysis results, the BRI Undaan Kudus Unit is in quadrant 1, where this quadrant indicates that the situation is very favorable for the BRI Undaan Kudus Unit.]]>
<![CDATA[The Circular Circular Economy Development to Achieve Indonesia's SDGs in 2030 in the perspective of Islamic Economics in the Era of society 5.0 ]]>
<![CDATA[Sanjaya, Vicky F]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.709
<![CDATA[The application of linear economics makes economic actors think about how to get the maximum benefit through activities to explore existing natural resources, with the concept of make, use, and dispose of. The problems of waste, climate change, gas emissions, industrial waste, and water sources require us to switch to a more sustainable economic system. The circular economy is an environmentally friendly economy by maximizes the use of goods over a long period. The type of research in this study is qualitative research, after all the data is collected there is a stage of data credibility test where researchers check and triangulate research data. This study aims to answer the formulation of the problem, namely How is the circular economy development model in the era of society 5.0? What factors affect the success of the circular economy? What is the Islamic view related to the development of the circular economy in the era of Society 5.0? The results show that the development of a circular economy in the era of Society 5.0 can be carried out through the management of cattle waste into fertilizer and biogas. 4 factors influence the success of the circular economy, namely literacy, experience, technology, and financial adoption. The development of circular economy in Islam reflects the value of maslahah which refers to its usefulness and goodness.]]>
<![CDATA[The Effect of Family Business Exposure on Entrepreneurial Intention Through Coercive, Normative, Mimetic Pressure: A Study on the Second Generation of Family Business Successors in Jombang, Indonesia ]]>
<![CDATA[Aisy, Rafida]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.792
<![CDATA[This research examines the influence of family business exposure on entrepreneurial intention through coercive, normative, and mimetic pressure. The variables used in the study are family business exposure, entrepreneurial intention, coercive pressure, normative pressure, and mimetic pressure. The population in this study is second-generation business actors who continue the family business in Jombang. The sampling technique used was purposive sampling. Questionnaires were distributed via Google Forms to respondents who were second-generation entrepreneurs who had continued their family business in Jombang. This research obtained 140 samples, and 138 samples were suitable for analysis. Data were analyzed with Smart PLS software and using path analysis. The research results show that family business exposure influences entrepreneurial intention through coercive, normative, and mimetic pressure on second-generation business actors who continue the family business in Jombang.]]>
<![CDATA[Effect of Using Artificial Intelligence on Service Frequency and Public Satisfaction ]]>
<![CDATA[Nurfitarini, Wiwik]]>;
<![CDATA[Suyoso, Aldo Lovely Arief]]>;
<![CDATA[Ekowati, Dian]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.794
<![CDATA[This study aims to assess how Indonesia's Government Office of Kediri District responds to integrating Artificial Intelligence (AI) in improving service frequency and public satisfaction. An explanatory quantitative approach was adopted to investigate the causal relationship between AI adoption and the two dependent variables—service frequency and public satisfaction—through multiple linear regression analysis, utilizing data from a sample of 15 districts between 2018 and 2023. The study reveals that AI adoption significantly enhances public satisfaction and service frequency. Implementing AI, facilitated through the Digital Service Living Lab (DSLL) platform, increases efficiency, responsiveness, and service quality. The study underscores that AI integration can boost public service effectiveness and efficiency, encouraging local governments to broaden AI usage and invest in staff training and capacity development. This research offers strategic recommendations for governments to expand AI adoption further, strengthen inter-district collaboration, and optimize the use of Electronic Government (E-Government) initiatives to support the goals of smart city and provincial development.]]>
