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
168 Documents
<![CDATA[Breaking into the Global Market: Strategies and Challenges of Export Risk Management for Canned Blue Swimming Crab (Portunus pelagicus) at PT. MAP Central Java, Indonesia ]]>
<![CDATA[Widyastuti, Rida]]>;
<![CDATA[Nostalia Suseno, Dewi Alima]]>;
<![CDATA[Palupi, Lais Syam]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1238
<![CDATA[This study aims to analyze the strategies and challenges of risk management in the export marketing of canned blue swimming crab (Portunus pelagicus) at PT MAP in Central Java. The research employs a descriptive qualitative approach through surveys, direct observation, and interviews with relevant stakeholders in the company. The results identify four main risks in canned crab exports: (1) export delays due to non-compliance with FDA or SNI standards, (2) fluctuating raw material availability, (3) pure risks such as temperature instability in containers and natural disasters, and (4) payment risks including defaults and currency fluctuations. To mitigate these risks, PT MAP implements strategies such as strict quality standards (HACCP, ISO 22000), supplier diversification, real-time monitoring technology (IoT), and financial instruments like Letters of Credit (L/C) and export credit insurance. The findings underscore the importance of proactive and adaptive risk management in response to global market dynamics and provide recommendations for the fisheries industry to enhance competitiveness through international certifications and multidisciplinary collaboration.]]>
<![CDATA[The Role of Organic Marketing on Instagram in Influencing Consumer Purchase Decisions: A Case Study of Kopi Kenangan ]]>
<![CDATA[Rahman, Dimas Aulia]]>;
<![CDATA[Mutasowifin, Ali]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1249
<![CDATA[This study investigates the impact of organic marketing on consumer purchasing decisions using a case study of Kopi Kenangan, a leading coffee chain in Indonesia. The research analyzes how Instagram features like Feed, Stories, Reels, and Live influence consumer behavior. A total of 100 Instagram users who have purchased Kopi Kenangan products were surveyed through an online questionnaire. The data were analyzed using descriptive statistics and the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. The results show that Instagram Feed and Instagram Stories significantly positively affect purchasing decisions, while Instagram Reels and Live do not show a significant impact. The findings highlight the effectiveness of unpaid digital marketing efforts in shaping consumer preferences and suggest that businesses can leverage organic content on Instagram to enhance customer engagement and drive sales.]]>
<![CDATA[Customer Engagement Levels: Analysis of Behaviour, Emotional, and Cognitive Dimensions ]]>
<![CDATA[Santoso, Gilbert Moro]]>;
<![CDATA[Agustini, M.Y. Dwi Hayu]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1286
<![CDATA[Customer engagement is vital in fostering long-term relationships between businesses and their customers, particularly in the café industry, where personal interaction and atmosphere are essential to the experience. While existing studies have explored customer engagement in large-scale or digital settings, limited attention has been given to small, service-based businesses like independent cafés. This study addresses that gap by examining the level of customer engagement at Gerbang Coffee Culture, a local café known for its cozy environment but lacking a formal system to evaluate customer involvement. Using a quantitative approach, data were collected through questionnaires distributed to café visitors. Customer engagement was measured across three core dimensions: cognitive, affective, and behavioral. The results provide a comprehensive overview of how customers engage mentally, emotionally, and behaviorally with the café. The findings are expected to assist the café in designing more personalized and targeted marketing strategies based on customer interaction patterns. The study also contributes to the academic discourse by applying a multidimensional engagement framework in a real-world small business context. By integrating systematic measurement, cafés like Gerbang Coffee Culture can better understand their customers and strengthen relationships that support sustainable business growth.]]>
<![CDATA[Examining the Influence of Brand Image and Brand Trust on Customer Satisfaction and Loyalty: A Study on Wardah Cosmetics ]]>
<![CDATA[Luthfitawati, Rosaliana]]>;
<![CDATA[Sutejo, Bambang]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1323
<![CDATA[This study is about the impact of brand image and trust on customer satisfaction, and the influence of customer satisfaction on customer loyalty, which is important to maintain the competitiveness of beauty products such as Wardah, especially among garment workers. Data were gathered via questionnaires with 62 respondents, selected using the Roscoe Theory and purposive sampling. The questionnaires in the form are the primary data source in the study. This research uses a quantitative approach, testing SPSS 25 for all answers to the research sample. The findings indicate that brand image and brand trust have a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. Overall, this study strengthens the understanding of how brand image and trust influence customer satisfaction, increasing customer loyalty towards Wardah products. This finding has contributed to understanding an effective marketing strategy for building satisfaction and customer loyalty in the cosmetic industry.]]>
<![CDATA[The Effect of Promotion, Online Customer Reviews, and Rating Perceptions on the Decision to Use the Tokopedia Application: Evidence from Surabaya, Indonesia ]]>
<![CDATA[Adhara, Linc Bellatrix]]>;
<![CDATA[Supriyono, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1325
<![CDATA[This study analyzes the influence of promotion, online customer reviews, and customer rating perception on users' decisions to use the Tokopedia application in Surabaya. The research addresses a gap in previous studies that have not explicitly focused on Tokopedia users in this region. A quantitative research method was employed using a survey approach. Data were collected from 105 Tokopedia users in Surabaya through a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results show that all three independent variables, promotion, online customer review, and online customer rating perception, positively and significantly impact the decision to use the Tokopedia application. These findings highlight the importance of digital promotions, credible user reviews, and high user ratings in influencing consumer decisions. Tokopedia is encouraged to optimize its digital marketing and online reputation management strategies to enhance user trust, retention, and competitive advantage in the Indonesian e-commerce market.]]>
<![CDATA[Service Quality and Innovation as Drivers of Customer Loyalty: The Mediating Role of Customer Satisfaction in the Context of Indonesian Railways ]]>
<![CDATA[Rahmi, Nurfa Audea]]>;
<![CDATA[Ridhaningsi, Fitria]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1327
<![CDATA[The increasingly tight competition in the post-pandemic transportation industry has encouraged service providers to improve service quality and innovate to maintain customer loyalty. This study aims to analyze the effect of service quality and innovation on customer loyalty with customer satisfaction as a mediating variable at PT Kereta Api Indonesia Divre II West Sumatra. A quantitative approach was used through surveys and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis, and processed with SmartPLS software. The sample in this study consisted of 180 respondents who were active users of train services in the region. The study's results indicate that service quality and innovation have a positive and significant effect on customer satisfaction, and customer satisfaction significantly mediates the effect of service quality and innovation on customer loyalty. However, the direct effect of innovation on customer loyalty is not significant. This finding suggests that improving service quality and adequate innovation can strengthen satisfaction, which leads to loyalty. This study recommends that PT KAI management focus more on integrating digital services and physical comfort in the customer experience. Theoretically, the results of this study enrich the literature on marketing management in the transportation sector.]]>
<![CDATA[Consumer Decision-Making Toward Ultra Milk UHT Product: The Role of Brand Image, Price Perception, and Product Quality in Magetan Regency, Indonesia ]]>
<![CDATA[Meiliasari, Ditha]]>;
<![CDATA[Supriyono, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1331
<![CDATA[This study analyzes the influence of brand image, price perception, and product quality on consumers' Ultra Milk UHT purchasing decisions in Magetan Regency. A quantitative descriptive approach was used, involving 85 respondents selected through convenience sampling. Data were analyzed using the Partial Least Squares (PLS) method with SmartPLS software. The findings show that brand image, price perception, and product quality each positively and significantly affect purchase decisions. These results provide strategic implications for the company to enhance brand strength, align pricing with consumer perceptions, and consistently maintain product quality in a competitive UHT milk market.]]>
<![CDATA[The Influence of Product Quality and Price on Purchasing Decisions through Purchase Intention as a Mediating Variable ]]>
<![CDATA[Nurkhotimah, Siti]]>;
<![CDATA[Puspitasari , Intan]]>;
<![CDATA[Ishak, I.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1344
<![CDATA[This study examines the effect of product quality and price on purchasing decisions, with purchase intention mediating variable among La Tulipe cosmetic consumers in Purworejo, Indonesia. The research addresses the growing competitiveness in the cosmetics industry, where consumers prioritize value and quality. A quantitative method was used with 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, t-test, F-test, and Sobel test using SPSS. The results show that price significantly influences both purchase intention and purchase decision, while product quality affects purchase decision but not purchase intention. Purchase intention mediates the effect of price on purchase decision, but not the effect of product quality. These findings suggest that pricing plays a key role in shaping both interest and actual buying behavior, while product quality influences consumers more directly during the decision stage. This study offers practical insights for local cosmetic brands in developing effective marketing strategies that align with consumer expectations.]]>
<![CDATA[Exploring Islamic Marketing Strategies Among Gen Z Entrepreneurs Using Social Media: A Case Study From STIE Balikpapan ]]>
<![CDATA[Susila, Haryadi Jaka]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1595
<![CDATA[The increasing involvement of Generation Z university students in social media-based entrepreneurship reflects digital adaptation and ethical dilemmas regarding Islamic business conduct. This study explores how Gen Z student entrepreneurs from STIE Balikpapan apply Islamic marketing strategies while utilizing platforms like Instagram, WhatsApp, and TikTok. Employing a qualitative case study method, data were collected through in-depth interviews with 16 active student entrepreneurs and document analysis of their digital marketing practices. The findings show a meaningful integration of Islamic values such as honesty, transparency, fairness, and trustworthiness into their promotional activities. However, challenges remain in consistently applying Islamic ethics under market competition, limited Sharia knowledge, and evolving consumer expectations. This study contributes to the literature on ethical marketing and provides insight into how young Muslim entrepreneurs can align digital business strategies with Islamic principles.]]>
<![CDATA[Evaluating the Effectiveness of Customer Acquisition and Activation Strategies in Retail Securities: A Value-Added Analysis Approach ]]>
<![CDATA[Ayuningtyas, Yulita Pratiwi]]>;
<![CDATA[Hartanti, Dwi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1288
<![CDATA[This study evaluates the effectiveness of customer acquisition and activation strategies in retail securities services using a Value-Added Analysis (VA Analysis) approach. Adopting a qualitative case study methodology, the research focuses on PT X, a national securities firm in Indonesia, and investigates the efficiency of its onboarding process conducted through digital channels. Data were collected via semi-structured interviews with operational and marketing personnel, a netnographic review of customer feedback on social media, and internal document analysis. The onboarding activities were categorized into value-added, Business-value-added, and non-value-added activities to assess their contribution to customer activation. Findings indicate persistent inefficiencies, particularly in sales-driven product alignment and incentive distribution processes, which hinder conversion from account registration to initial transaction. The study suggests that improving key performance alignment, automating verification systems, and leveraging data analytics are crucial to transforming the onboarding process into a more value-generating system. This research contributes to the application of VA Analysis in evaluating service processes within digital financial ecosystems and offers practical insights for enhancing acquisition-to-activation effectiveness in competitive capital markets.]]>
