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[The Influence of Store Atmosphere on Gen Z Visit Intention ]]>
<![CDATA[Almaz, Bimo]]>;
<![CDATA[Suryawardani, Bethani]]>
<![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.v6i1.1493
<![CDATA[This study investigates the influence of store atmosphere on the visit intention of Generation Z consumers at String Café Bandung, a café known for its modern minimalist interior and social media–oriented ambiance. The research adopts a quantitative approach, using purposive sampling to gather responses from 120 Gen Z individuals who have visited or intend to visit the café. Data were collected through structured questionnaires and analyzed using simple linear regression via SPSS version 22. The findings indicate a strong positive relationship between store atmosphere and visit intention, with a correlation coefficient (R) of 0.871 and a coefficient of determination (R²) of 0.758. The t-test results (t = 19.224, sig. = 0.000) and ANOVA (F = 369.579, sig. = 0.000) confirm the significant effect of store atmosphere elements—including layout, lighting, visual aesthetics, and ambient cues—on Gen Z's behavioral intention to visit. This study reinforces the Theory of Planned Behavior by demonstrating how physical and sensory environmental stimuli shape psychological responses in digitally native consumers. The results provide practical insights for café operators and brand strategists seeking to design emotionally engaging and visually compelling environments that resonate with Gen Z expectations. Moreover, it highlights the need for cohesive alignment between a café's physical space and online representation, especially in markets where visual experience drives consumer decision-making.]]>
<![CDATA[The Influence of Brand Awareness, Brand Image, and Price on the Purchase Decision of Pucuk Harum Tea: A Survey Study of Consumers in Jepara Regency ]]>
<![CDATA[Ameliana, Dea]]>;
<![CDATA[Huda, Nurul]]>
<![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.v6i1.1346
<![CDATA[This study aims to analyze the influence of brand awareness, brand image, and price on the purchase decision of Teh Pucuk Harum in Jepara Regency. This study is motivated by previous research findings that show differences in the relationship between brand awareness, brand image, and price on purchasing decisions. The method employed is a quantitative approach, utilizing a survey technique through an online questionnaire, with 110 respondents who are consumers of Teh Pucuk Harum in Jepara Regency. The sampling method employed is purposive sampling, targeting individuals aged 17 to 40 years residing in Jepara Regency who are familiar with and consume Teh Pucuk Harum. Data analysis was conducted using the Partial Least Squares (PLS) method with SmartPLS 3.0 software. The study findings reveal that Brand Image and Price positively and significantly influence the Purchase Decision of Teh Pucuk Harum in Jepara Regency. In contrast, Brand Awareness shows a negative and non-significant impact on the purchase decision.]]>
<![CDATA[The Authenticity Cascade: How CSR Shapes Brand Love and Loyalty Among Young Indonesian Coca-Cola Consumers ]]>
<![CDATA[Purnama, Anggelina]]>
<![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.v6i1.1360
<![CDATA[Despite the widespread adoption of Corporate Social Responsibility (CSR), consumers remain suspicious and skeptical about companies’ true motives, making it essential to understand how authentic CSR affects brand loyalty (brand trust, positive word-of-mouth (PWoM), and repurchase intention) through the underlying mechanisms of brand authenticity and brand love, particularly among younger generations. This study examines the impact of CSR authenticity on brand loyalty among Indonesian Millennials and Generation Z Coca-Cola consumers, considering brand authenticity and brand love as mediators, and brand image as a moderator. Data was collected through an online survey of 292 Millennial and Gen Z Coca-Cola consumers in Indonesia and was analyzed using PLS-SEM. CSR authenticity positively influences brand loyalty through brand authenticity and brand love. The results showed that 14 out of 15 proposed hypotheses were supported. According to the attribution theory, when consumers perceive CSR as genuine, they perceive the brand as authentic and develop a positive attitude towards it; therefore, they are more likely to trust the brand, recommend it to others, and make repeat purchases. The results will help marketers develop authentic CSR strategies that effectively build brand loyalty among young consumers.]]>
<![CDATA[The Impact of Entrepreneurial Orientation and Product Innovation on Business Performance: The Role of Digitalization as an Intervening Variable ]]>
<![CDATA[Maolani, Rivaldy]]>;
<![CDATA[Setiawan, Rahyuniati]]>;
<![CDATA[Herlianti, Anggun Oktavia]]>
<![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.v6i1.1459
<![CDATA[This study investigates the indirect effect of Entrepreneurial Orientation and Product Innovation on Business Performance through Digitalization as an intervening variable in the cracker industry of Garut City. As SME play a vital role in economic resilience and local development, enhancing their business performance is crucial. Entrepreneurial Orientation and Product Innovation are widely recognized as key strategic capabilities, while Digitalization offers transformative potential for operational efficiency and market expansion. A quantitative method was used with a sample of 316 cracker SME actors selected via simple random sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling with SmartPLS 3.0 version. The findings confirm that Entrepreneurial Orientation and Product Innovation significantly directly affect Business Performance and significantly influence Digitalization. Moreover, Digitalization has a strong positive effect on Business Performance and significantly mediates the relationship between Entrepreneurial Orientation and Product Innovation toward Business Performance. These findings highlight the strategic integration of entrepreneurial behavior, innovation, and digital adoption as a pathway to enhanced performance among SME in the digital era. This research contributes to theoretical development and practical guidance for small business transformation. Future studies should include broader industry samples and explore additional moderating or mediating factors such as organizational culture or customer experience.]]>
<![CDATA[Mediating Role of Brand Perceived Quality in The Effect of Halal Label and Certification on Purchase Intention ]]>
<![CDATA[Isnawati]]>;
<![CDATA[Rahyuniati Setiawan]]>;
<![CDATA[Lindayani]]>
<![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.v6i1.1503
<![CDATA[Halal Food Product Purchase Intention refers to consumers' intention to repurchase products that are certified as halal, thereby fostering trust in the product and its authenticity. The food industry, as a sector susceptible to halal issues, is expected to fully comply with halal standards, particularly as global demand for halal-certified products continues to rise in tandem with the growth of the Muslim population and increasing awareness of halal assurance. One popular culinary product in Garut, Mie Jebew Teh Emil, serves as the object of this study. The purpose of this research is to analyze the influence of halal labels and halal certification on halal food purchase intention, both directly and indirectly through the mediating variable of halal brand perceived quality. This study employs a quantitative method by distributing questionnaires to 400 respondents through both online and offline means. The instrument used is a Likert-scale questionnaire designed to measure respondents' perceptions of each variable. Data analysis was conducted using the Structural Equation Modeling (SEM) approach to test the causal relationships among variables. The findings indicate that halal labels and halal certification have a significant influence on halal food purchase intentions, both directly and indirectly through the mediating role of perceived halal brand quality. Moreover, the perceived quality of halal brands also shows a significant effect on consumers' purchase intentions toward halal products. These results were tested at a 95% significance level, leading to the conclusion that trust in halal brand quality plays a significant role in increasing consumers' willingness to purchase halal food products.]]>
<![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 ]]>
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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 ]]>
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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[Internationalization of SME: A systematic Literature Review ]]>
<![CDATA[Aulianda, Mega]]>;
<![CDATA[Sudarmiatin, S.]]>;
<![CDATA[Sumarsono, Hadi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i1.282
<![CDATA[The opportunity to enter the international market will encourage SME to experience growth and development. However, SME must also be able to prepare themselves well to compete, survive and thrive in the international market. This research aims to conduct a literature review related to International SME. The method used in this research is the SLR (Systematic Literature Review) method. Data collection is done by documenting all articles that have similar research in the research report. The articles used in this study were 2 international journal articles obtained from the google scholar database. Based on the research obtained results, the supporting factors in the progress of internationalization of SME include Innovation, Balanced Scorecard (BSC), Industry associations, R&D organizations, Customers, Government Policy. ]]>
<![CDATA[Business Internationalization Strategy Process Review Based on the Uppsala Model ]]>
<![CDATA[Pahrizal, P.]]>;
<![CDATA[Sudarmiatin, S.]]>;
<![CDATA[Sumarsono, Hadi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i2.285
<![CDATA[Research on the process of business internationalization strategy has attracted the attention of researchers around the world. These various reviews in the business internationalization strategy process have attracted researchers to analyze its behavior and influencing factors with various theoretical approaches to contribute to the development of international business studies. This paper is intended to provide an overview of the various approaches applied in various business internationalization strategy processes. Small and Medium Enterprises (SMEs) have played an active role in economic development for various countries. Not only do they have an impact on the local market but also on the international market. The involvement of small and medium-sized enterprises businesses in the international world has brought great contributions to the country's economic development, employment, and exports. This paper reviews the studies and research that have been conducted by experts on the internationalization process for SMEs at different economic levels. It finds that there are some similar and different factors that play a role in the internationalization process, i.e. the classification of theories and methods that have been used in the research from the findings of previous studies. This review will provide a better understanding of the field of business internationalization strategy process. ]]>
<![CDATA[Green Business Innovation: Sustainable Business Model Development through Integration of Business Model Canvas, Design Thinking, and Islamic Business Ethics ]]>
<![CDATA[Asmaraningtyas, Lussy Widia]]>;
<![CDATA[Rahmawati, Imelda Dian]]>;
<![CDATA[Fitriyah, Hadiah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i1.337
<![CDATA[This research aims to analyze the integration of Business Model Canvas (BMC), Design Thinking, and Islamic Business Ethics in the development of sustainable green business models. Through a qualitative approach using Computer-Assisted Qualitative Data Analysis Software (CAQDAS) and secondary data, this research highlights the potential of integrating these three concepts in creating a business model that is not only competitive but also ecologically, socially, and economically sustainable. The results show that BMC integration provides a structural foundation, Design Thinking facilitates creative innovation in the context of sustainability, and Islamic Business Ethics provides a strong moral framework to support the implementation and sustainability of such business models. Thus, this research provides an innovative contribution to fill the existing knowledge gap and blaze new trails in designing green business models that integrate sustainability and Islamic business ethics values.]]>
