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
25 Documents
Search results for
, issue
"Vol. 6 No. 1 (2026): July - January"
:
25 Documents
clear
<![CDATA[The Implementation of Marketing Mix for SME ]]>
<![CDATA[Paundanan, Olfa Ningsi]]>;
<![CDATA[Sutomo, Maskuri]]>;
<![CDATA[Syarifuddin, Umar]]>;
<![CDATA[Asriadi, A.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1061
<![CDATA[Small and Medium Industries (SMIs) in the food sector play an important role in Indonesia's economic growth, but still face significant challenges in maintaining competitiveness amid increasingly fierce market competition and changes in consumer behavior. This study aims to analyze the implementation of the marketing mix (product, price, promotion, and distribution) at Sekotak Dari Dapur Bu' Sarhan SMI in Palu City, which is known for its innovative fishball products. The research method used is descriptive qualitative with a case study approach, involving participatory observation, in-depth interviews, and documentation with the primary informants, the owner and employees. The results show that local fish-based product innovation, cost-based pricing, and promotion through social media are the main factors in building the uniqueness and competitiveness of this SME. However, digital audience engagement is still low, and product distribution is limited to certain areas, so more creative promotion strategies and logistics partnerships are needed to expand the market. This research confirms the importance of adaptive and innovative marketing mix management. It provides practical recommendations for food SMEs to improve competitiveness through product innovation, price optimization, strengthening digital promotion, and expanding distribution networks. The findings are expected to be a reference for developing sustainable food SME marketing strategies in the digital era.]]>
<![CDATA[The Influence of Content Marketing and Live Shopping on Purchasing Decisions via TikTok Shop: A Quantitative Study of @UneilHijab Consumers in Indonesia ]]>
<![CDATA[Salsabiila, S.]]>;
<![CDATA[Wulandari, Astri]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1242
<![CDATA[This study employs a quantitative methodology to examine how content marketing and live shopping features on TikTok Shop influence purchasing decisions for Uneil Hijab products in Indonesia. A structured questionnaire was administered to 100 respondents, comprising Uneil Hijab customers on the TikTok Shop. The findings demonstrate that content marketing and live shopping significantly and positively affect consumer purchase decisions. These factors explain 71.4% of the purchase decision variance, indicating their substantial role in shaping consumer behavior. The results suggest that strategically leveraging engaging content and interactive live shopping sessions can enhance customer engagement and boost sales. This study offers actionable insights for fashion brands aiming to optimize their marketing strategies on TikTok Shop. ]]>
<![CDATA[Analysis of the Dynamic Capabilities of Sidoarjo SME in Improving the Performance of Sustainable Innovation ]]>
<![CDATA[Bima Prasetya, Miftaqul]]>;
<![CDATA[Muzdalifah , Laily]]>;
<![CDATA[Novie , Muhafidhah]]>;
<![CDATA[Sholikhah , Afifatus]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1243
<![CDATA[This study analyzes the role of four dimensions of dynamic capabilities: Perceptual Ability, Analytical Competence, Unification Expertise, and Harmonization Capacity in encouraging Sustainable Innovation Performance in SMEs in Sidoarjo Regency. A quantitative approach with a sample of 121 SMEs showed that Harmonization Capacity had a positive and substantial influence on sustainable innovation performance. In contrast, Analytical Competence and Coordination Capacity showed a significant positive effect. In contrast, Integration Capabilities did not show a significant influence. These findings underscore the importance of the learning process and strategic coordination in increasing the sustainable innovation capacity of Sidoarjo SMEs, with practical implications for the development of supporting policies and strengthening the managerial capabilities of local SMEs.]]>
<![CDATA[The Influence of TikTok Social Media and Fear of Missing Out on Skintific Purchase Intention among Urban TikTok Users in Bandung ]]>
<![CDATA[Nugroho, Faisal Adi]]>;
<![CDATA[Sutisna, Ma'mun]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1250
<![CDATA[In the digital age, TikTok has emerged as a dominant platform influencing consumer behavior, particularly in the beauty and skincare industry. While previous research has explored the general impact of social media on purchase intention, limited studies have focused on the combined effect of TikTok-specific content and the psychological phenomenon of Fear of Missing Out (FoMO) within a localized urban context. This study aims to investigate the influence of TikTok and FoMO on the purchase intention of the skincare brand Skintific among urban TikTok users in Bandung, Indonesia. Employing a quantitative explanatory approach, data were collected from 331 respondents aged 18–34 through an online survey using non-probability purposive sampling. The data were analyzed using multiple linear regression via SPSS software. The findings reveal that both TikTok social media and FoMO have a positive and statistically significant influence on consumer purchase intention. Uniquely, this study identifies how trendy, emotionally engaging TikTok content synergizes with FoMO to create psychological urgency, leading to heightened purchase desire, especially for skincare products that promise immediate social validation. By situating the analysis within the context of a rapidly growing Southeast Asian urban market, this research provides nuanced insights into how digital content and emotional triggers jointly shape e-commerce behavior. The study offers practical implications for marketers, suggesting that effective TikTok strategies should combine compelling content with psychological cues to maximize consumer engagement. This research contributes to the evolving digital marketing and behavioral psychology literature by highlighting a context-specific, dual-factor influence on consumer decision-making.]]>
<![CDATA[The Impact of Customer Relationship Management on Repurchase Decisions During the Boycott of Israeli Products: The Moderating Role of Knowledge ]]>
<![CDATA[Sandi, Ary Kurnia]]>;
<![CDATA[Sanjaya, Vicky F]]>;
<![CDATA[Kurniawan, Arifa]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1252
<![CDATA[Repeat purchase decisions are repeated consumer purchasing activities within a certain period of time and are positive for a product or service based on past experience, after the first purchase of a product or service. Consumers who are satisfied with the products they receive make repeat purchases. Whether Customer Relationship Management affects Purchasing Decisions and Whether Knowledge is able to moderate the relationship between the two variables. This study aims to determine how much influence Customer Relationship Management and Knowledge have in influencing repeat purchase decisions on products that are indicated to need to be boycotted. This research uses a quantitative approach. Conducted from November 2024 to April 2025. The population in this study were Generation-Z in Bandar Lampung city, totaling 149,403 people. The sampling technique used a probability sampling approach with a simple random sampling. The sample size was calculated using the Slovin method with a result of 100 respondents. The application used in analyzing data is SmartPLS4 with a structural equation model (SEM) approach. The results showed that Customer Relationship Management has a positive and significant effect on Repurchase Decision, and Knowledge cannot moderates the relationship between Customer Relationship Management and Repurchase Decision.]]>
<![CDATA[Analysis of Instagram Ads on Consumer Behavior: Empirical Study of Villa Melayang in Bogor, Indonesia ]]>
<![CDATA[Wulandari, Astri]]>;
<![CDATA[Makarim, M. Dhafin]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1258
<![CDATA[This study examines the influence of Instagram advertisements on consumer purchasing decisions related to Villa Melayang, an accommodation facility near Taman Safari Bogor. In the digital era, where social media platforms play a vital role in marketing strategies, understanding how Instagram content affects consumer behavior is crucial. The primary objective of this research is to analyze the relationship between Instagram promotions and consumer decisions to stay at the villa. A quantitative approach was employed by distributing questionnaires to 100 respondents, selected using Slovin's formula. Data analysis was conducted using statistical tools, including correlation tests. The results revealed a significant positive correlation (r = 0.735, p < 0.05) between Instagram advertising and purchasing decisions, indicating that engaging and interactive content can enhance consumer interest. Although Villa Melayang's Instagram posts are visually appealing, user engagement remains relatively low, suggesting a need to improve content interactivity. These findings underscore the importance of visually attractive social media strategies, encouraging user interaction to influence purchasing behavior. This research offers valuable insights for businesses, particularly in the hospitality industry, aiming to optimize their digital marketing efforts.]]>
<![CDATA[The Effect of Product Quality, Price, and Store Atmosphere on Purchase Decision ]]>
<![CDATA[Kurniawan, Muhammad Akbar]]>;
<![CDATA[Maharani, Nabila Putri]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1262
<![CDATA[This study aims to determine the effect of product quality, price, and store atmosphere on consumer purchasing decisions at Nuju Coffee in Bandar Lampung. The method used in this study is a quantitative approach with data collection through questionnaires and analyzed using multiple linear regression. This study involved Nuju Coffee customers as respondents. The results showed that product quality, price, and store atmosphere significantly influence consumer purchasing decisions. Simultaneously, these three variables contribute to consumer decisions when buying products at Nuju Coffee. This study concludes that product quality, competitive prices, and a comfortable store atmosphere drive customer purchasing decisions in the coffee shop industry.]]>
<![CDATA[The Influence of Brand Authenticity on Brand Loyalty Towards Local Skincare Products: Mediating Role of Brand Attachment ]]>
<![CDATA[Norris, Teresa]]>;
<![CDATA[Sari, Diana]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1457
<![CDATA[This study aims to investigate the influence of consumer perceptions regarding the authenticity of somethinc as a local skincare brand on their level of loyalty, while also comparing the results when mediated by the role of brand attachment. Empirical data were collected from 255 respondents in Indonesia who had purchased Somethinc skin care products at least 3 times for their personal use. The respondent data was processed using Partial Least Squares Path Modeling (PLS-SEM) analysis integrated through Smart PLS 3 software. It was found that brand authenticity doesn't influence brand loyalty directly in the beauty industry. However, brand authenticity can influence brand attachment significantly. Likewise, brand attachment has a significant effect on brand loyalty. Then, the relationship between brand authenticity and brand loyalty becomes significant when mediated by the brand attachment variable. This study contributes to becoming a benchmark for local beauty brands in developing their strategies to gain consumer loyalty.]]>
<![CDATA[The Influence of Online Customer Reviews, Content Marketing, and Brand Image on The Purchase Decision: Empirical Study of Erigo Products on TikTok Shop ]]>
<![CDATA[Susanti, Aprilia]]>;
<![CDATA[Muzdalifah, Laily]]>;
<![CDATA[Larassaty, Ayu]]>;
<![CDATA[Violita, Cynthia]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1287
<![CDATA[This research aims to analyze the influence of Online Customer reviews, Content Marketing, and Brand Image on purchasing decisions for Erigo products at TikTok Shop. This study uses quantitative research and purposive sampling. From the results of this test, it can be concluded that Online Customer reviews do not significantly affect purchasing decisions. Content Marketing also does not have a significant effect on purchasing decisions. Brand image has a significant effect on purchasing Erigo products at the TikTok Shop.]]>
<![CDATA[The Influence of Social Media Promotion and Electronic Payment Systems on Purchase Decisions: Case Study from Users of Shopee in Bandar Lampung, Indonesia ]]>
<![CDATA[Manik, Rionaldo]]>;
<![CDATA[Soegesti, Dwi Gema]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v6i1.1324
<![CDATA[This study aims to determine the influence of social media promotion and electronic payment systems on purchase decisions at PT Shopee Indonesia. The population in this study is the community of Shopee users in Bandar Lampung, and the sample takes the entire population using the non-probability sampling method. The results showed that the social media promotion and electronics payment systems partially and significantly affected PT Shopee Indonesia's purchase decisions. The results also show that social media promotion and electronic payment systems simultaneously significantly affect Purchase Decisions At PT Shopee Indonesia. Meanwhile, based on the coefficient of determination (R2) of 0.974 or 97,4%, this shows that 97,4% of the purchasing decision variables can be influenced by social media promotion and electronics payment systems. At the same time, the remaining 2,6% are in other variables not examined in this study.]]>
