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[Independence and Adaptability: Building Resilience and Competitiveness for Small and Medium-sized Enterprises in the Digital Era ]]>
<![CDATA[Rahmi, R.]]>;
<![CDATA[Mursyidin, M.]]>
<![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.v4i1.345
<![CDATA[This study aims to investigate the impact of independence and adaptability on business actors in Balikpapan City amidst the industrial revolution 4.0. The study focuses on Small and Medium Enterprises (SMEs) in the culinary sector of Balikpapan City, wit h a sample size of 30 business actors. A quantitative research approach utilizing primary data is employed, and data collection is conducted through the distribution of questionnaires. Statistical analysis using SPSS verifies the significance of the variables of independence (X1) and adaptability (X2) on the industrial revolution 4.0 when tested simultaneously. The findings reveal that both independence and adaptability substantially influence the industrial revolution 4.0. This study contributes to the existing literature by shedding light on the relationship between independence, adaptability, and the impact of the industrial revolution 4.0 on business actors. The findings provide valuable insights for policymakers, MSMEs, and stakeholders in Balikpapan City in navigating and harnessing the opportunities brought by the industrial revolution 4.0.]]>
<![CDATA[Driving Decisions: The Impact of Environmental Factors, Brand Image, and Product Quality ]]>
<![CDATA[Putra, Aditya Halim Perdana Kusuma]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 3 No. 2 (2023): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v3i2.346
<![CDATA[This study aims to explore the effects of Environmental Factors, Brand Image, and Product Quality on the Purchase Decisions of Yamaha Fazzio motorcycles in Makassar City. Utilizing a questionnaire-based survey, data were collected from Yamaha Fazzio motorcycle consumers in Makassar City. The research employs multiple regression analysis as its methodological framework, with the questionnaire serving as the primary data collection tool. The population of this study encompasses Yamaha Fazzio motorcycle consumers in Makassar City, with the sample drawn using the Slovin's formula. The findings indicate that, based on partial tests, Environmental Factors, Brand Image, Product Quality, and Consumer Decisions have a positive and significant impact. Moreover, the results from the simultaneous tests reveal that Environmental Factors, Brand Image, and Product Quality collectively exert a significant and positive influence on Consumer Decisions.]]>
<![CDATA[Exploring Consumer Psychology in Marketing Management: A Strategic Perspective through Descriptive Inquiry and Literature Review ]]>
<![CDATA[Mandung, Fitriani]]>;
<![CDATA[Sahari, S.]]>;
<![CDATA[Razak, Sitti Rahmi]]>
<![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.v4i1.401
<![CDATA[This study delves into the intricate dynamics of consumer psychology within the realm of marketing management, aiming to provide valuable insights for marketers and researchers alike. Employing a descriptive inquiry methodology, the research explores various factors influencing consumer behavior, including internal determinants, cognitive processes, and external influences. Through a systematic literature review and thematic analysis, the study elucidates the critical role of brand equity in driving consumer choice and purchase behavior. Additionally, the research highlights the significance of pricing strategies, cognitive biases, and impulse buying behavior in shaping consumer preferences and decisions. The findings underscore the importance of understanding the interplay between situational cues, mood states, and individual traits in driving impulse purchases, offering actionable insights for marketers seeking to capitalize on spontaneous buying opportunities. Moreover, the study identifies emerging trends such as the influence of social media, cultural values, and experiential marketing on consumer behavior, paving the way for further research in this dynamic field. Overall, this research contributes to the ongoing discourse on consumer psychology and offers practical implications for marketers aiming to enhance brand engagement, foster customer loyalty, and drive sustainable business growth.]]>
<![CDATA[Challenges and Considerations in Assessing Healthcare Service Quality: A Comprehensive Analysis ]]>
<![CDATA[Willie, Michael Mncedisi]]>
<![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.v4i2.403
<![CDATA[Service quality is vital in determining customer satisfaction and loyalty across industries. This paper comprehensively reviews service quality as a mediator variable, synthesising existing literature on its theoretical underpinnings, empirical evidence, and practical implications. Traditional service quality dimensions like reliability and responsiveness are discussed alongside emerging dimensions like accessibility and communication. The application of the SERVQUAL model across different industries is examined, highlighting its utility and addressing limitations, particularly in healthcare. Challenges related to standardisation, intangible aspects of care, limited scope, dynamic care delivery, biases in patient responses, lack of generalizability, and contextual factors in telemedicine are discussed. Tailored approaches considering industry-specific dynamics and customer needs are recommended to enhance service quality assessment and management.]]>
<![CDATA[Understanding Consumer Behavior in Marketing Management: A Descriptive Study and Review of Literature ]]>
<![CDATA[Rusdian, Suca]]>;
<![CDATA[Sugiat, Jajang]]>;
<![CDATA[Tojiri, Yusuf]]>
<![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.v4i2.416
<![CDATA[This research aims to explore the multifaceted nature of consumer behavior in marketing management by synthesizing literature on individual characteristics, social influences, cultural factors, and technological advancements. The study employs a comprehensive review methodology to analyze existing research findings and identify key insights into consumer decision-making processes and preferences. Drawing from diverse disciplines such as psychology, sociology, and marketing, the research investigates the interplay between individual traits, social dynamics, cultural norms, and technological innovations in shaping consumer behavior patterns. Methodologically, the study utilizes a systematic literature review approach to collate and analyze relevant literature, identifying common themes, theoretical frameworks, and empirical findings. The results of the research reveal the significant impact of individual characteristics, such as personality traits and values, on consumer preferences and purchasing behaviors. Moreover, social influences, including social identity theory and reference groups, emerge as critical determinants of consumer decision-making processes. Cultural factors, as elucidated by Hofstede's cultural dimensions theory, play a pivotal role in shaping consumer attitudes and behaviors across diverse cultural contexts. Additionally, technological advancements, particularly in social media and artificial intelligence, have transformed consumer behavior patterns, creating new opportunities and challenges for marketers. The findings underscore the importance of understanding the complex interactions between individual, social, cultural, and technological factors in designing effective marketing strategies.]]>
<![CDATA[Empowerment of Digital Marketing and Women's Role in Rural Economic Development : A Case Study in Nglinggi Village, Klaten, Central Java, Indonesia ]]>
<![CDATA[Yuliatiningtyas, Solikhah]]>;
<![CDATA[Putrian, Syaharani A.]]>;
<![CDATA[Ramadiansyah, Tyan A.]]>
<![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.v4i2.432
<![CDATA[This study investigates the impact of digital marketing training on rural economic development and women's empowerment in Nglinggi Village, Klaten, Central Java. Conducted over two years, the research engaged 25 participants from various backgrounds, utilizing interviews and observations. Drawing from Marketing and Women's Empowerment theories, the study explores how digital marketing interventions drive economic participation and reshape power dynamics. Results show improved digital literacy and business capacity, empowering women in economic activities. E-commerce integration expands market access, fostering local economic growth amidst COVID-19 challenges. The program fosters community collaboration and women's leadership, challenging gender norms. This research highlights digital marketing's transformative potential in rural development and gender empowerment.]]>
<![CDATA[Integrating Total Quality Management with Strategic, Operational, and Human Resource Management: A Qualitative Exploration of Synergies for Enhanced Organizational Performance ]]>
<![CDATA[Alam, Syamsul]]>;
<![CDATA[Jumady, Edy]]>;
<![CDATA[Fajriah, Yana]]>;
<![CDATA[Halim, Ardiansyah]]>;
<![CDATA[Hatta, Sukarno]]>
<![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.v4i2.439
<![CDATA[This research explores the integration of Total Quality Management (TQM) with strategic, operational, and human resource management practices. Employing a qualitative approach, it conducts a systematic review and synthesis of existing literature to understand this integration and its implications for organizational performance comprehensively. The research design thoroughly examines scholarly literature using academic databases and inclusion criteria to select relevant studies. Data analysis employs thematic analysis to identify recurring themes, patterns, and relationships across the literature. Findings reveal the significance of strategic alignment in maximizing the effectiveness of TQM initiatives, driving operational efficiency, and fostering employee engagement. Challenges such as resistance to change, cultural barriers, and resource constraints are also identified, underscoring the complexity of TQM integration. The research highlights the need for theoretical advancements and managerial practices to overcome challenges and leverage opportunities for achieving sustainable competitive advantage. The integration of TQM with strategic, operational, and human resource management practices offers organizations a holistic approach to enhance organizational performance and achieve excellence in quality management.]]>
<![CDATA[Optimizing Marketing Strategies and Expenses in Medical Schemes, South Africa: Challenges and Solutions ]]>
<![CDATA[Willie, Michael Mncedisi]]>
<![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.v4i2.445
<![CDATA[Marketing strategies and expenses are crucial for businesses' success and growth in today's dynamic marketplace. This paper explores the importance of targeted marketing efforts aimed at specific audiences and delivering high-quality products at competitive prices. However, challenges persist in the medical scheme sector, where transparency and specificity in marketing expenses are lacking, hindering the assessment of their value to customers. Despite acknowledging various reasons for stagnant membership, including affordability and entry barriers, notable increases in marketing expenses within medical schemes have complicated the situation. Poor marketing strategies have been associated with organizational underperformance, particularly within medical schemes with disproportionately high marketing expenses, often leading to failure due to governance shortcomings. Moving forward, prioritizing the development of strong brand identities, clear messaging, and effective customer engagement strategies is essential for insurance companies to thrive in a competitive market. Additionally, future research should explore innovative approaches to optimize marketing investments, enhance consumer value, and increase membership in medical schemes.]]>
<![CDATA[An Analysis of Guest Relation Officer Responses to Complaints at Zeus Restaurant, Apsara Beach Front Resort and Villa, Thailand ]]>
<![CDATA[Musa, Mukhammad]]>;
<![CDATA[Wijoyo, Tuwuh Adhistyo]]>
<![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.v5i1.453
<![CDATA[This study examines the role of Guest relations officers (GROs) in handling complaints at Zeus Restaurant, Apsara Beach Front Resort and Villa, Thailand, focusing on the effectiveness of various complaint management strategies and their impact on guest satisfaction. Utilizing a qualitative research approach, the study involved semi-structured interviews with 10 GROs to explore common types of complaints, the strategies employed for resolution, and the outcomes of these strategies. Findings revealed that complaints primarily concern services, food quality issues, and staff behaviour. GROs effectively managed these complaints through immediate acknowledgement, empathetic communication, and prompt problem resolution. The study highlighted the significance of follow-up actions, such as checking in with guests and offering compensatory gestures, in enhancing guest satisfaction and loyalty. Thematic analysis of the interview data indicated that well-handled complaints could transform negative experiences into positive ones, thereby improving overall guest perceptions and service quality. The research underscores the importance of training GROs in emotional intelligence and problem-solving skills and suggests that advanced technologies and structured complaint management processes are crucial for maintaining a high standard of service. This study contributes to the understanding of effective complaint-handling practices in luxury hospitality settings and provides insights into enhancing guest relations and operational excellence.]]>
<![CDATA[The Effect of Brand Image, Price and Product Quality on Purchasing Decisions for Iphone Products ]]>
<![CDATA[Sari, Indah Mutiara]]>;
<![CDATA[Asral, A.]]>
<![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.v5i1.454
<![CDATA[This study is designed to examine the impact of Brand Image, Price, and Product Quality on Purchasing Decisions for iPhone products, especially in competition with other brands. The increasingly competitive condition of the cellphone market, especially with the emergence of iPhone products as a basic necessity in an ever-growing era, also affects the company's strategy for maintaining its position in the market. In addition, this study also aims to identify the most dominant factor influencing the purchase decision of iPhone products between Brand Image, Price, or Product Quality. The survey method was chosen to collect information from 96 respondents of potential iPhone product users at Universitas Pelita Bangsa, specifically from the class of 2020 students at the Faculty of Economics, Business Management Study Program. In this research, the approach applied is quantitative, using questionnaires and literature studies as data collection techniques. Data analysis was carried out through several methods, including validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. Based on the t-test results, a calculated t-value of 2.861 with a significance level of 0.005 was obtained, indicating acceptance of the initial hypothesis. This confirms the significant and positive effect of brand image on purchasing decisions. The t-test results on the price variable produced a t-value of 8.009 with a significance level of 0.00, which indicates that the second hypothesis is accepted. This shows that price partially has a positive and significant influence on purchasing decisions. Meanwhile, the product quality variable obtained from the t-test results shows a calculated t-value of 2.022 with a significance of 0.046, stating the acceptance of the third hypothesis and indicating a positive and significant effect of product quality on purchasing decisions. Based on these findings, it can be concluded that 81.5% of purchasing decisions are influenced by a combination of brand image, price, and product quality variables, while the other 18.5% are influenced by other variables not examined in this study.]]>
