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[Psychological Insights in Marketing Management Strategy: A Qualitative Exploration and Literature Review ]]>
<![CDATA[Putra, Aditya Halim Perdana Kusuma]]>;
<![CDATA[Sheyoputri, Aylee Christine Alamsyah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v4i1.466
<![CDATA[This qualitative literature review investigates the integration of psychological insights into marketing management strategy. The research aims to explore the role of emotions, brand personality, social factors, and cognitive processes in shaping consumer behavior and influencing marketing practices. A comprehensive methodology involving systematic literature review and qualitative data analysis is employed. Data collection is conducted through academic databases and relevant sources, employing predefined inclusion and exclusion criteria. The analysis entails coding, categorizing, and synthesizing information to identify emergent themes and patterns. The findings reveal the pivotal role of emotions in consumer decision-making, the significance of brand personality in consumer perceptions, the influence of social factors on consumer behavior, and the prevalence of cognitive processes in decision-making. Emotional engagement, brand storytelling, and leveraging social influence emerge as key strategies for marketers, while understanding cognitive biases informs effective marketing tactics. The study provides valuable insights for marketing management strategy, emphasizing the importance of integrating psychological insights into marketing practices to create meaningful connections with consumers and drive business success.]]>
<![CDATA[Brand Management in Medical Schemes: Outsourcing and Website Dynamics ]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v4i2.472
<![CDATA[Outsourcing has become a widely adopted strategy to enhance operational efficiency in the rapidly changing medical schemes sector. However, it also poses challenges in maintaining brand identity and differentiating between medical schemes and third-party administrators. This study examines the impact of outsourcing on brand extension and website development within medical schemes, utilizing a mixed-method research approach that includes a comprehensive literature review and detailed case study analyses. It explores the distribution of administration fees, identifying distinct patterns and potential anomalies in fee rates across various operational models. Additionally, the research investigates complaints about medical scheme websites, emphasizing the crucial role of accurate and reliable online resources in ensuring member satisfaction. Complaints about these websites predominantly concern failures to update content and discrepancies in network information, each accounting for 28% of the issues reported. Other concerns include transparency, accuracy of information, claims disputes, and unmet coverage expectations, underscoring the need for significant improvements in website management to build trust and enhance the member experience. The analysis also highlights that schemes managing operations internally incur higher administration expenses than those outsourcing these functions. The study recommends that medical schemes focus on clearly distinguishing themselves from third-party administrators in branding and communication by developing distinct brand identities that reflect their unique value propositions and services. There is a critical need to improve the functionality and transparency of scheme websites to enhance member engagement and satisfaction, especially for schemes with their unique sites. This study provides a comprehensive overview of the importance of brand identity and customer service in shaping the healthcare experience for members of medical schemes, offering practical recommendations for industry stakeholders and policymakers.]]>
<![CDATA[Sustainability Analysis of Carocok Painan Beach Area Management in Pesisir Selatan Regency ]]>
<![CDATA[Gushendrio, Ricki]]>;
<![CDATA[Mansyur, Umar]]>;
<![CDATA[Mujio, M.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v4i2.473
<![CDATA[The Carocok Beach tourist area has tourism potential that can be developed because it is located on the coast and is easily accessible and close to the center of Painan city. This tourist area needs to consider its sustainability so that the next generation can enjoy it. The aim of this research is to analyze the sustainability status of the Carocok Painan Beach Area. The research method is qualitative and quantitative with the Multidimensional Scaling (MDS) analysis technique with the Rapid Appraisal Index Rap-fish modified into Rap-ecotourism. The sustainability status of the Carocok Painan Beach tourist area is included in the quite sustainable category with an average index value of 57.37. The index values for the 5 dimensions are the ecological dimension quite sustainable (56.16), the economic dimension quite sustainable (51.29), the social dimension quite sustainable (54.63), the infrastructure dimension quite sustainable (63.01), and the laws and institutions are quite sustainable (61.76).]]>
<![CDATA[Strategic Marketing Management: Unveiling Consumer Psychology through Qualitative Analysis and Literature Review ]]>
<![CDATA[Bungatang, B.]]>;
<![CDATA[Jumady, Edy]]>;
<![CDATA[Ali, Firman]]>;
<![CDATA[Natsir, Ramlan]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v4i2.482
<![CDATA[The purpose of this qualitative research study is to explore consumer psychology and its implications for strategic marketing management. Grounded in the grounded theory methodology, the study aims to delve into the multifaceted nature of consumer decision-making processes, the influence of emotions on brand perception, the role of social media in shaping consumer behavior, and the significance of brand identity and differentiation in the competitive marketplace. The research methodology involves a comprehensive review of existing literature related to consumer psychology and strategic marketing management, encompassing scholarly articles, books, and reports. Data analysis procedures include systematic coding, categorization, and interpretation of qualitative data extracted from the literature. The key findings of the study underscore the intricate interplay of factors influencing consumer behavior, including attitudes, emotions, social norms, and perceived behavioral control. Emotions emerge as a crucial determinant of brand perception, with positive emotional experiences fostering brand loyalty and negative emotions undermining consumer trust. Social media platforms play a pivotal role in shaping brand perceptions and purchase decisions, while brand identity serves as a strategic asset for differentiation and market positioning. The study contributes to a deeper understanding of consumer psychology and provides insights for marketers to develop targeted and effective marketing strategies that resonate with consumers' motivations and preferences.]]>
<![CDATA[Strengthening Consumer Buying Interest Through Service Quality and Product Existence and Price ]]>
<![CDATA[Nurhayati, N.]]>;
<![CDATA[Lewangka , Oesman]]>;
<![CDATA[Badawi, Andi Mappatompo]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v4i2.488
<![CDATA[MSME actors such as the Roti Bakar 19 Bandung are one of the economic institutions that contribute positively to economic growth so they need to be empowered as an integral part of the people's economy which has a strategic position, role and potential to create a national economic structure that is more balanced, developed and just (Amien & Zulkarnaen, 2022) . The aim of this research is to analyze and test the influence of price and product on perceptions of service quality at the Roti Bakar 19 Bandung in Makassar City. To analyze and test the influence of price, product, perceived service quality on consumer buying interest at the Roti Bakar 19 Bandung in Makassar City. To analyze and test the effect of price and product on consumer buying interest through perceptions of service quality at the Roti Bakar 19 Bandung in Makassar City. This type of research uses quantitative methods. This research was conducted at the Roti Bakar Bandung 19 Makassar City. Sampling used Malhotra theory by calculating 85 samples. The data collection method used in this research was by using questionnaires and interviews. Researchers used a Likert scale as a measurement scale for the questionnaire. The analysis technique used is path analysis. The results of this study indicate that the product has an insignificant positive influence on quality of service with. Price has a significant negative influence on consumer buying interest. The product has a significant positive influence on interested in buying. Service quality has a significant influence on buying interest. Price has a significant influence on consumer buying interest through service quality. The product has a positive and significant influence on Consumer buying interest through service quality.]]>
<![CDATA[Digital Advertising Trends and Effectiveness in the Modern Era: A Systematic Literature Review ]]>
<![CDATA[Prihatiningsih, Titin]]>;
<![CDATA[Panudju, Redi]]>;
<![CDATA[Prasetyo, Iwan Joko]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.505
<![CDATA[This research aims to understand the latest trends in digital advertising and measure the effectiveness of video content and social media in increasing engagement, conversion, brand awareness, and customer loyalty. This research utilizes a quantitative study design with a cross-sectional survey to collect data from social media-active consumers exposed to video advertisements. Data analysis used descriptive and inferential statistical techniques to test the relationship between these variables. The findings showed that video content is highly effective in attracting attention and maintaining consumer interest longer than text or static images. The video also allows for more complex and emotional messaging. Social media facilitates two-way interaction between brands and consumers, strengthening relationships and increasing customer loyalty. Integrating video content with social media platforms such as YouTube, Facebook, Instagram, and TikTok significantly increases engagement and conversion. Personalization of ads through artificial intelligence (AI) technology has also been shown to increase campaign relevance and effectiveness. This research contributes to the digital advertising literature by demonstrating the importance of integrating video and social media content and using AI technology for personalization. The findings offer practical guidance for advertisers to improve the effectiveness of their campaigns. However, this study has limitations in sample coverage and quantitative analysis focus. Future research should expand the sample and incorporate qualitative approaches to gain more comprehensive insights.]]>
<![CDATA[The Role of Digital Marketing in Shaping Customer Retention: A Mediated Analysis of Perceived Value ]]>
<![CDATA[Romagia, R.]]>;
<![CDATA[Indrayani, I.]]>;
<![CDATA[Damsar, D.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.527
<![CDATA[This study aims to analyze the effect of digital marketing on customer retention by considering customer perceived value as a mediator. The method used is a quantitative approach with a descriptive-explanatory design, a sample of 250 respondents was collected from customers who interact with the company through digital platforms and analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that digital marketing has a significant positive influence on customer retention, with customer perceived value serving as a mediator that strengthens this relationship. The findings indicate that effective digital marketing strategies, such as content personalization and responsive interactions, can increase customer perceived value, with implications for increasing customer loyalty. This research offers original value by emphasizing the importance of local context in the implementation of digital marketing strategies, especially in non-urban areas such as Indragiri Hulu. The implications of these findings suggest that companies should focus on increasing the value perceived by customers through a more personalized and relevant shopping experience. Thus, this study not only provides new insights into the relationship between digital marketing and customer retention, but also provides practical recommendations for companies to design more effective marketing strategies, which can ultimately increase customer loyalty and business sustainability.]]>
<![CDATA[Analysis of The Factors of Competitive Advantage of Women SME Actor: Empirical Study From Limo Sub-District, Depok City, Indonesia ]]>
<![CDATA[Nobelson, N.]]>;
<![CDATA[Yuliniar, Y.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.552
<![CDATA[The development of the SME sector plays a vital role in the Indonesian economy, contributing significantly to gross domestic product, employment, and exports. Despite the complex challenges, attention to women's SMEs is increasing in the Limo District, Depok City. This quantitative research uses the factor analysis method to analyze the competitive advantage factors of women SME actors with a sample of 100 persons. This study identifies and analyzes the application of competitive advantage factors that support the performance of women SMEs. The results show that women SMEs can adapt and innovate despite capital and knowledge limitations. The implications of this research guide for the government and related institutions to formulate strategies to improve the performance and contribution of women SMEs in sustainable economic development in the region.]]>
<![CDATA[Exploring Digital Entrepreneurship: A Qualitative Study on New Business Models and Digital Marketing Strategies ]]>
<![CDATA[Razak, Nurlaely]]>;
<![CDATA[Syamsu, Nur]]>;
<![CDATA[Djunaid, Muhammad Rusli]]>;
<![CDATA[Tenriolle, A.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 2 (2024): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v4i2.554
<![CDATA[This qualitative study explores the dynamics of digital entrepreneurship and marketing, aiming to provide insights into the multifaceted nature of the digital economy. Employing a systematic literature review and thematic analysis methodology, the research delves into the role of platform-based business models, digital marketing strategies, and emerging trends within the digital landscape. The study reveals that platform ecosystems play a pivotal role in driving value creation and innovation, serving as catalysts for entrepreneurship by providing essential infrastructure and opportunities for value exchange. Additionally, it emphasizes the significance of data-driven decision-making and marketing analytics in optimizing digital marketing strategies, enabling businesses to deliver personalized experiences and drive engagement across multiple channels. Key findings include the transformative implications of platform-based business models for various stakeholders, the importance of user-centric design principles in enhancing customer experiences, and the challenges posed by regulatory compliance and technological integration. The study contributes to theoretical understanding by elucidating the complexities of digital entrepreneurship and marketing, while also offering practical implications for entrepreneurs to navigate the competitive digital marketplace successfully.]]>
<![CDATA[Exploring Psychological Drivers in Dynamic Pricing and Consumer Decision Making ]]>
<![CDATA[Niemeier, Christian]]>;
<![CDATA[Pospisil, Richard]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.654
<![CDATA[This research aims to explore psychological aspects of consumers’ decision-making process from the perspective of dynamic pricing strategies in e-commerce systems. As online retail continues to grow, exploring pricing algorithms, UX, and consumer behaviors becomes vital to businesses and researchers Which leads to research questions. How do consumers perceive and respond to dynamic pricing; how perceived UX affects consumers’ interactions with dynamic pricing; what is the effect of ethical considerations on consumers’ trust and engagement. The results show that there exists a complex relation between pricing methods , customer experience components and psychological factors. Studies found that range of price dynamicity and the equity of the actions determines buyers’ attitudes towards DPs’ changes. From the study, better UX design development of easy-to-understand interfaces and value propositions has higher acceptance by consumers. The issue of data protection and price policies occupy a significant portion of consumer credibility and brand sustainment. The discussion adds value on how psychological processes trigger consumers responses to dynamic prices. This study acts as a handbook for ethical and efficient pricing methodologies that fit the budget firm, keeping the consumer's content. Furthermore, it forms the basis for future studies of the dynamics of online retail and consumer behaviour in e-commerce.]]>
