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[Evaluating Innovation Factors (Authenticity, Packaging, Product and Process) in Traditional Indonesian Handicrafts: A Consumer-Centric Approach to Enhancing Market Competitiveness ]]>
<![CDATA[Wahyuni, Sri]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.933
<![CDATA[Traditional handicrafts must embrace innovation to remain competitive against mass-produced machine-made products, which are often more affordable and easily scalable. The primary challenge in this innovation process lies in maintaining authenticity and cultural significance while adapting to contemporary consumer preferences, ensuring that the traditional identity of these crafts is not lost. This study aims to evaluate the implementation of various innovation factors in traditional Indonesian handicrafts, explicitly focusing on Authenticity, Packaging, Product, and Process Innovation. It examines how these factors are integrated into products based on consumer purchasing experiences. Data were collected through a survey using a 5-point Likert scale from 416 respondents who had purchased handicrafts within the past year, employing purposive sampling. The data were analyzed using SPSS and SmartPLS. The results showed that Authenticity Innovation and Packaging Innovation had mean scores below 3.892, indicating that these factors are less adopted or valued in the market and require further improvement. In contrast, Product and Process Innovation scored above average, reflecting a stronger integration into products and a greater focus on innovation in these areas. Unlike previous studies by Shafi et al. (2021), which explored the hypothetical application of consumer acceptance of innovation factors in handicrafts, this study investigates the practical application and consumer experience of innovation adoption in traditional handicraft products that consumers have already purchased. It offers valuable insights into enhancing product offerings and addressing the needs of diverse consumer segments.]]>
<![CDATA[The Influence of Electronic Word of Mouth and Price Perception on Brand Image and Repurchase Intention of Suzuki New Carry Pick Up Brand Cars in Pekanbaru City ]]>
<![CDATA[Lestari, Milla]]>;
<![CDATA[Samsir, S.]]>;
<![CDATA[Wijayanto, Gatot]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.937
<![CDATA[Suzuki New Carry Pick-Up had competitive sales; even though the price exceeded competitors and had several disadvantages, it had a series of advantages that attracted users with a good brand image so that repurchases occurred. This research objective is to analyze the effect of electronic word of mouth and price perceptions on brand image and the purchase intention of Suzuki New Carry PU brand cars in Pekanbaru City. The population in this study were all buyers of Suzuki New Carry PU in Pekanbaru City. Sample determination refers to Hair's criteria with the maximum likelihood estimation technique. The sample of this study was 200 people. Data will be collected using an ordinal measurement level (Likert scale) questionnaire. The data analysis technique uses partial least squares structural equation modeling with the boots-trap parameter estimation method using SmartPLS 4 software. The validity test uses the loading factor and average variance extracted, while the reliability test uses internal consistency based on the composite reliability value. The results of hypothesis testing show an effect of electronic word of mouth and price perceptions on brand image and purchase intention of Suzuki New Carry PU brand cars in Pekanbaru City.]]>
<![CDATA[Digital Marketing Influence on Marketing Performance: The Role of Customer Engagement and Relationship Marketing ]]>
<![CDATA[Safitri, Diana]]>;
<![CDATA[Komaryatin, Nurul]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.960
<![CDATA[This research decisively establishes the influence of digital marketing on the marketing performance of Small and Medium Enterprises (SMEs) in the food sector of Jepara Regency, underscoring the critical mediating roles of customer engagement and relationship marketing. Employing a robust quantitative methodology with Structural Equation Modeling (SEM), analyzed through SmartPLS version 4.0, questionnaires were distributed to 150 SME owners in the food sector. The results indicate that while digital marketing does not directly enhance marketing performance, customer engagement and relationship marketing are vital mediators that significantly strengthen this connection. This reinforces the notion that cultivating high levels of customer engagement and fostering strong relationships are essential for maximizing the effectiveness of digital marketing strategies. Consequently, this research provides crucial insights for SMEs, highlighting the challenges inherent in digital marketing implementation and the urgent need for a comprehensive approach to elevate their marketing performance.]]>
<![CDATA[Optimizing Service Delivery for Customer Satisfaction: Qualitative Study from PT. Bank Syariah Indonesia, Tbk Dumai Branch Office, Indonesia ]]>
<![CDATA[Lastri, Novelma]]>;
<![CDATA[Hartutik, Dwi]]>;
<![CDATA[Musdiana, Andi Desy]]>;
<![CDATA[Suherman, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.975
<![CDATA[This study measures customer satisfaction with service at the PT Bank Syariah Indonesia, Tbk, Dumai Branch Office. Service quality and customer satisfaction are two key research indicators. The author employs a qualitative descriptive research approach. The use of qualitative data characterizes qualitative descriptive research. Qualitative descriptive data analysis is frequently used to examine social events, phenomena, or circumstances. The findings of this study show that Bank Syariah Indonesia's Tellers and Customer Service actively assist customers in carrying out services and transactions at the bank. Bank personnel do anything consumers want when they want to open an account, send money, or save money. Islamic banking must demonstrate developments in the growth of its business lines to recognize the issues faced by national Islamic banking, which aspires to increase banking swiftly.]]>
<![CDATA[Revisiting the Past to Innovate the Future: The Mediating Impact of Absorptive Capacity on Organizational Forgetting and Innovation Performance in SME ]]>
<![CDATA[Bongso, Gromyko]]>;
<![CDATA[Dumonda Silitonga, Vera]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.979
<![CDATA[Organizational forgetting is one of the keys to success in improving innovation performance in a business for Small and Medium Enterprises (SMEs). This study examines the direct and indirect effects of organizational forgetting on innovation performance through absorptive capacity. This study was conducted on 135 SME owners in Jakarta and Tangerang. PLS-SEM was used as the analysis method of this study. The results show that organizational forgetting plays an important role directly and indirectly in innovation performance through absorptive capacity. Absorption capacity has a significant direct effect on innovation performance. The ability of SMEs to receive information and knowledge can improve their business ability to innovate. The findings of this study indicate the importance of organizational forgetting or not learning in SMEs.]]>
<![CDATA[Kanye West's Adidas Era: Influence on Branding, Consumers, and Market Response ]]>
<![CDATA[Sarjono, Haryadi]]>;
<![CDATA[Raharja, Robertus Ronaldinho]]>;
<![CDATA[Khayla Adzra Armelia]]>;
<![CDATA[Sindhikara, Kathleen]]>;
<![CDATA[Aulia , Rachel]]>;
<![CDATA[silviya, ine]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.984
<![CDATA[This study aims to investigate the business impact of the Kanye West controversy on Adidas, focusing on brand management, consumer perception, and market response. Using extensive research methods and data analysis, the study examines the multifaceted impact of West's actions on the Adidas brand ecosystem. The study explores how the interplay between West's public persona and Adidas' image management strategies affect consumer attitudes and purchasing behavior. The investigation reveals impacts across market segments and geographic regions while evaluating the effectiveness of Adidas' crisis management initiatives to mitigate negative impacts and maintain brand equity amidst turbulent times. The study also highlights the evolving nature of celebrity endorsements and their implications for modern-day brand partnerships. By combining theoretical frameworks with empirical evidence, the study contributes to a deeper understanding of the complex dynamics that shape brand-consumer relationships in the context of celebrity endorsements and corporate branding strategies. Ultimately, the study emphasizes the importance of proactive brand management and adaptive marketing strategies in navigating the dynamic contemporary brand management landscape.]]>
<![CDATA[The Effect of Servitization on Purchase Intention Using Digital Technology and Service Business Focus as Mediating Variable ]]>
<![CDATA[Akhmad, Dati Putra Nur]]>;
<![CDATA[Sidiq Permono Nugroho]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1105
<![CDATA[The development of digital technology has changed the business landscape significantly, especially in terms of improving operational efficiency and customer experience. One strategy that companies are increasingly implementing is servitization, namely a shift from a product-based business model to a service that provides added value for customers. This study aims to analyze the influence of servitization on purchase intention and the role of digital technology and service business focus as mediators in this relationship. This research uses quantitative methods with data collection techniques through questionnaires distributed to 75 respondents consisting of coffee shops and restaurant businesses in Solo Raya. Data analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 3.0 software. The research results show that servitization positively and significantly affects purchase intention, digital technology, and service business focus. However, digital technology does not directly influence purchase intention, indicating that digital technology alone is insufficient to increase customer purchase intention without an appropriate service strategy. Meanwhile, service business focus has been proven to significantly influence purchase intention and mediate the relationship between servitization and purchase intention. These findings confirm that companies that implement servitization and have a strong focus on business services are better able to increase customer purchasing intentions than relying solely on digital technology. Therefore, companies are advised to adopt digital technologies and ensure that their service strategies can increase customer value.]]>
<![CDATA[Exploring Collaboration and Partnerships: A Qualitative Study on Strategic Alliances and Business Networking for Value Creation ]]>
<![CDATA[Mariam, Siti]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1170
<![CDATA[This study investigates the dynamics, challenges, and opportunities in strategic alliances, business networking, and value-creation strategies in contemporary business environments. The research explores collaborative endeavors' motivations, mechanisms, and outcomes, drawing on insights from qualitative literature reviews and theoretical frameworks. The methodology involves a comprehensive selection of scholarly sources, systematic data collection methods, and rigorous data analysis techniques. Through thematic analysis and interpretation of existing literature, the study identifies key themes such as motivations for strategic alliances, mechanisms for value creation, and challenges in collaborative relationships. The findings reveal that strategic alliances are driven by traditional factors such as resource access and risk sharing and emerging trends like digitalization, globalization, and sustainability. Business networking is crucial in information exchange, resource access, and opportunity identification facilitated by digital platforms and online communities. Value creation in collaborative endeavors requires effective coordination, alignment of interests, and trust-building mechanisms among participating parties. The study contributes to understanding collaboration and networking dynamics, offering insights for practitioners and policymakers to foster successful partnerships and drive innovation and sustainable growth.]]>
<![CDATA[The Effect of Absorptive Capacity on Supply Chain Innovation Performance Through Supply Chain Agility in Manufacturing Companies in Bogor, Indonesia ]]>
<![CDATA[Dewanti, Sabrina Ayu]]>;
<![CDATA[Santosa, Wahyuningsih]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.983
<![CDATA[This study examines the impact of absorptive capacity on supply chain innovation performance through supply chain agility in a manufacturing company in Bogor. Employing a quantitative approach, data were collected from 216 respondents via questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that absorptive capacity positively influences supply chain agility (p-value = 0.000) but does not directly affect supply chain innovation performance (p-value = 0.318). Furthermore, supply chain agility also does not significantly affect innovation performance (p-value = 0.292). The study concludes that enhancing absorptive capacity can improve supply chain agility but does not necessarily translate into improved innovation performance. To address this, the company is advised to strengthen interdepartmental communication and optimize knowledge utilization in decision-making to enhance agility and innovation within the supply chain.]]>
<![CDATA[Exploring the Impact of Entrepreneurial and Market Orientation on Marketing Performance: The Mediating Role of Product Innovation in Rattan Craftsmanship ]]>
<![CDATA[Syuhud, Fikrotus]]>;
<![CDATA[Komariyatin, Nurul]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1005
<![CDATA[This study investigates the impact of entrepreneurial and market orientation on marketing performance, with product innovation as a mediating factor among rattan artisans in Jepara. Employing a quantitative approach, the research utilizes Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS 0.4. Data were gathered via questionnaires and interviews with 155 artisans, selected using the Slovin formula and purposive sampling. The findings indicate that product innovation significantly enhances the influence of entrepreneurial and market orientation on marketing performance. While entrepreneurial orientation alone does not directly improve marketing performance, its effect becomes significant when mediated by product innovation. In contrast, market orientation positively affects marketing performance both directly and indirectly. These results underscore the critical role of product innovation in aligning entrepreneurial strategies with market demands, highlighting its importance in enhancing marketing outcomes.]]>
