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[Effect Destination Image of Revisit Intention Through Memorable Tourist Experience and Tourist Satisfaction in Destination Karimunjawa, Indonesia ]]>
<![CDATA[Anggraini, Filda]]>;
<![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.v5i2.1014
<![CDATA[This study aims to analyze the influence of Destination Image on Revisit Intention, with Memorable Tourist Experience and Tourist Satisfaction as mediating variables in the Karimunjawa Island destination. A quantitative approach was employed, collecting data through online questionnaires distributed to 192 respondents. The data was analyzed using a structural model through the SmartPLS 4.0 application. The results indicate that Destination Image has a positive and significant effect on Memorable Tourist Experience (coefficient 0.840, p < 0.05) and Tourist Satisfaction (coefficient 0.828, p < 0.05). Moreover, Tourist Satisfaction fully mediates the relationship between Destination Image and Revisit Intention (coefficient 0.701, p < 0.05), while Memorable Tourist Experience does not have a significant effect on Revisit Intention (coefficient -0.231, p > 0.05). Based on these findings, the study concludes that destination managers should focus on strengthening the destination image and enhancing tourist satisfaction to increase revisit intention in Karimunjawa.]]>
<![CDATA[The Influence of Consumer Perception and Promotion on Purchase Intention Through Perceived Value: A Case Study of Depok Campus Students on a Premium FMCG Brand ]]>
<![CDATA[Tristanto, Sigit Heri]]>;
<![CDATA[Iswati, Heni]]>
<![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.v5i2.1141
<![CDATA[This research aims to analyze the influence of consumer perception and promotion on purchase intention through perceived value. The case study focuses on the Depok campus community regarding the premium brand PT. SCM, how do consumer perception and promotion influence purchase intention directly and through perceived value? The method used in this research is causal associative using a quantitative approach. The population in this study is the entire Depok campus community of 106 respondents. Data were collected using a Likert scale questionnaire, and validity, reliability, and hypothesis testing were conducted using SmartPLS 4.0 software. The results of this study indicate that consumer perception has a positive and significant effect on purchase intention, promotion does not have a positive and significant effect on purchase intention, consumer perception has a positive and significant effect on perceived value, promotion has a positive and significant effect on perceived value, and consumer perception has a positive and significant effect on purchase intention through perceived value. Promotion has a positive and significant effect on purchase intention through perceived value. This means that hypothesis testing in this study can significantly influence the dependent variable on the independent variable through the intervening variable.]]>
<![CDATA[Marketing Strategies in Maintaining IM3 Product Customer Loyalty ]]>
<![CDATA[Yuda, Mulfi Sandi]]>;
<![CDATA[Yulianti , Elis]]>
<![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.v5i2.930
<![CDATA[This study analyzed the marketing strategies for maintaining customer loyalty for IM3 Sukabumi products. A qualitative research method was employed, using interview techniques with five participants. The researcher served as the primary instrument for data collection. To ensure the quality of the data, validation and consistency tests of informant statements were carried out using triangulation techniques. Data analysis was conducted through descriptive analysis, which involved reviewing and synthesizing the research findings. IM3's marketing strategy, based on the 4Ps marketing mix, was adopted and further developed by PT. Maju-Maju Jaya Sukabumi. This strategy, including online marketing across various social media platforms and conventional direct marketing, has been highly effective and appealing to customers. As a result, it has proven successful in maintaining and increasing customer loyalty. This research uses a qualitative approach, and triangulation techniques were applied to validate the consistency and accuracy of the informants' statements. The study focuses on a single product from one company. Future research on similar topics should involve a larger sample size or a broader scope, potentially utilizing a quantitative approach, to provide more comparative results.]]>
<![CDATA[The Influence of Brand Image on Purchasing Decision of Le Minerale Bottled Water among Adolescents in Surakarta: A Psychological Perspective ]]>
<![CDATA[Mashlihah, Yunda Hidayati]]>;
<![CDATA[Hapsari, Maharani Tyas Budi]]>
<![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.v5i2.971
<![CDATA[This study aims to determine how much influence the brand image instilled by AMDK-branded Le Minerale has on purchasing decisions among teenagers in Surakarta City. This study uses a quantitative survey approach via Google with a purposive sampling technique. This study was conducted on teenagers in Surakarta City aged 20-29 years, who are potential and actual consumers of the AMDK brand Le Minerale, with a sample of 112 respondents consisting of 43 men and 69 women using the Joseph Hair formula. The data analysis techniques used are validity testing, reliability testing, normality testing, simple linear regression analysis, and hypothesis testing. The data was processed with the help of the IBM SPSS statistical application version 27.0. Based on the results of the t-test, the t-count value was obtained as 3.698 with a significance value of 0.000 less than 0.05 (0.000 <0.05), indicating that the initial hypothesis was accepted. The results of the simple linear regression equation show Y = 35.304 + 329X, meaning that the direction of the influence is positive or in the same direction. If the brand image variable (X) increases by 1, then the purchasing decision variable (Y) also increases by 0.329 plus a constant, and vice versa. This confirms the significant and positive influence of brand image on the purchasing decision of Le Minerale branded AMDK on teenagers in Surakarta City. Based on these findings, it can be concluded that 11.1% of purchasing decisions are influenced by brand image. This theory uses consumer psychology to understand how brand image influences the purchasing decision process in teenagers, with psychological aspects such as perception, motivation, learning, and emotions playing an important role in the study.]]>
<![CDATA[The Effect of Product Quality, Price, And Promotion on Consumer Satisfaction at SKJ Garage Bandar Lampung ]]>
<![CDATA[Wijaya, Kenny]]>;
<![CDATA[Ni Putu Widhia Rahayu]]>
<![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.v5i2.985
<![CDATA[This study aims to investigate and analyze consumer satisfaction at SKJ Garage, which is influenced by independent variables, namely product quality as X1, price as X2, and promotion as X3, both partially and simultaneously. The methodology used is quantitative research. There are 144 SKJ Garage consumers in 2023. Slovin is a calculation used to determine the sample in this study, and 106 respondents were found to be in the sample. The questionnaire in the form of a Form or online is the primary data source in the study. Gform 30 respondents, showed a validity test and a reliability test, and continued with multiple linear regression testing on SPSS 25, for all answers of the research sample. The results of this study, namely, consumer satisfaction at SKJ Garage, showed that it was influenced by independent variables, namely product quality as X1, price as X2, and promotion as X3, both partially and simultaneously.]]>
<![CDATA[Digitalization of Pipang Product Marketing for Increasing SME Sales ]]>
<![CDATA[Ilman, I.]]>;
<![CDATA[Ramlan , Pratiwi]]>;
<![CDATA[Sofyan , Wahyudi]]>;
<![CDATA[Razak , Muhammad Rais Rahmat]]>;
<![CDATA[Hardianti , H.]]>
<![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.v5i2.989
<![CDATA[This study focuses on pipe marketing to increase SME sales in Puncak Harapan Village, which lacks extensive marketing strategies and brands with significant selling value. It aims to leverage the potential of digital technology to expand opportunities for the growth and success of SME businesses in the current digital era. This study aims to analyze the appropriate digitalization of pipe marketing to enhance SME sales in Puncak Harapan Village, Enrekang Regency. The qualitative research method uses data analysis techniques with NVivo 12 Plus. Researchers will conduct in-depth interviews with informants to identify the most effective digital strategies for pipeline marketing. This study concludes that digitalizing product marketing in Puncak Harapan Village, Enrekang Regency, through platforms such as Shopee and Facebook, is crucial in increasing SME sales. Shopee is more effective by employing aggressive marketing tactics, while Facebook focuses on in-depth situational analysis to tailor strategies to consumer preferences. Effective marketing tactics and strategies on digital platforms significantly influence the success of SME product marketing. However, proper implementation and control are also essential to ensure the effectiveness of these strategies, particularly in response to market dynamics and consumer feedback.]]>
<![CDATA[The Effect of Influencer Popularity on Purchase Decisions Among Gen Z Consumers: Case Study of Scientific Skincare Products ]]>
<![CDATA[Fitriasari, Dessy]]>;
<![CDATA[Riyoko, Sisno]]>;
<![CDATA[Roosdhani, Mohamad Rifqy]]>
<![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.v5i2.1092
<![CDATA[The Influence of Influencer Popularity, Social Media Engagement, and Customer Trust on Purchase Decisions for Skintific Skincare Products Among Generation Z. This study aims to analyze the impact of Influencer Popularity, Social Media Engagement, and Customer Trust on the Purchase Decision of Skintific skincare products among Generation Z consumers. Using a quantitative approach with a survey method, data were collected from 190 respondents, with 162 valid responses analyzed using SmartPLS 4.0. The results indicate that Influencer Popularity positively and significantly impacts Social Media Engagement (coefficient = 0.755; p = 0.000) and Customer Trust (coefficient = 0.797; p = 0.000). However, its direct effect on Purchase Decision is insignificant (coefficient = -0.006; p = 0.962). In contrast, Customer Trust positively and significantly influences Purchase Decision (coefficient = 0.550; p = 0.000), as does Social Media Engagement (coefficient = 0.387; p = 0.001). Mediation testing reveals that Influencer Popularity indirectly influences Purchase Decision through Customer Trust (coefficient = 0.438; p = 0.000) and Social Media Engagement (coefficient = 0.292; p = 0.000). The R-Square values indicate a strong model fit, with: Purchase Decision (R² = 0.798), Customer Trust (R² = 0.635), and Social Media Engagement (R² = 0.570). These findings confirm that influencer popularity alone is insufficient to drive purchase decisions without the presence of customer trust and social media engagement. Therefore, Skintific's marketing strategy should focus on strengthening Customer Trust and enhancing Social Media Engagement to influence consumer purchase decisions effectively.]]>
<![CDATA[Evaluating the Effects of Artificial Intelligence and Digital Marketing on Consumer Behaviour: A Bibliometric Approach ]]>
<![CDATA[Srivastav, Saransh Kumar]]>;
<![CDATA[Habil, Mahima]]>;
<![CDATA[Thakur, Pooja]]>
<![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.v5i2.1124
<![CDATA[This study examines the evolution and emerging trends in consumer behavior by integrating Artificial Intelligence (AI), digital marketing, and consumer buying behavior through bibliometric analysis. Using data from the Web of Science (2014–2023), 645 articles were analyzed to identify publication trends, key themes, and leading contributors. Bibliometric indicators, including citation counts and keyword analysis, were visualized using VOSviewer. The analysis revealed six keyword clusters, highlighting key areas such as AI-driven data analytics, customer experience, and conversational AI. The findings provide valuable insights into how AI and digital marketing influence consumer behavior, offering directions for future research. The conclusion synthesizes the key findings and outlines potential research avenues at the intersection of AI, digital marketing, and consumer behavior. This study contributes to the field by providing a comprehensive bibliometric analysis, identifying major trends, influential authors, contributing countries, and dominant themes while suggesting areas for further exploration.]]>
<![CDATA[QRIS ShopeePay User Loyalty: The Role of Customer Satisfaction in Mediating Service Features and Brand Image ]]>
<![CDATA[Nadia, Fitria Ilma]]>;
<![CDATA[Firmansyah, Fani]]>
<![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.v5i2.1136
<![CDATA[Integrating technology into service features and branding strategies is key to maintaining customer loyalty and satisfaction in the digital era. This study aims to analyze the influence of service features and brand image on customer loyalty, mediated by customer satisfaction among Gen Z users of QRIS services in Malang City. Using a quantitative approach with a cross-sectional method, data collection was conducted through a survey of 112 respondents selected using purposive sampling. This study employs Partial Least Squares (PLS) 3.0 analysis to examine the relationships between variables. The findings indicate that service features positively and significantly affect customer loyalty. However, brand image does not have a substantial direct impact on customer loyalty. Both service features and brand image positively and significantly influence customer satisfaction. Furthermore, customer satisfaction significantly mediates the relationship between service features, brand image, and customer loyalty.]]>
<![CDATA[Marketing Strategy Analysis Using WhatsApp Social Media ]]>
<![CDATA[Badik, Muhammad]]>;
<![CDATA[Gerhani, Febrina]]>;
<![CDATA[Redjeki, 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.v5i2.1146
<![CDATA[This study aims to determine and identify marketing strategies using WhatsApp social media in selling Sevina Shop SME products and the effectiveness of using WhatsApp as a product marketing medium. This research uses a descriptive qualitative approach with data collection methods through observation, interviews, and documentation. Data analysis uses Miles and Huberman's data analysis, including data reduction, presentation, and conclusion drawing/verification. Data analysis is carried out by identifying patterns and central themes that describe the application of marketing strategies in using WhatsApp social media, and drawing conclusions based on the findings that have been analyzed. The results of this study show that applying marketing strategies using WhatsApp social media is very practical in helping the Sevina Shop SME find market opportunities, determine strategies in achieving target markets, identify market needs, determine product positions, foster consumer interest, and increase sales. The results of this study are expected to provide in-depth insight into the application of marketing strategies using WhatsApp social media in product sales. They can help SME develop effective marketing strategies to increase their business competitiveness.]]>
