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[Market Penetration Strategy by Increasing Firm Competitiveness ]]>
<![CDATA[Harahap, Minta Ade Doliana]]>;
<![CDATA[Soemitra, Andri]]>;
<![CDATA[Rahma, Tri Inda Fadhila]]>
<![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.v5i1.712
<![CDATA[To achieve successful market penetration, businesses must navigate complexities related to culture, legal frameworks, economic conditions, and competition. Businesses must decide whether to standardize their marketing strategies across different markets or adapt them to suit unique market characteristics. Competition is the ability to perform better, and faster. In facing competition, companies need to determine the right strategy, because in general companies are trying to survive, grow and develop. The purpose of the Market Penetration Strategy research by Increasing Company Competitiveness can include several aspects, namely, Assessing the company's strengths and weaknesses. Conducting market analysis to understand existing opportunities and challenges, including consumer preferences and behavior, and market trends and Developping an effective Market Penetration Strategy to increase market penetration, such as products, improving customer service, or competitive pricing strategies. This study uses a descriptive qualitative method to find out how PT. AJS Bumiputera markets its products, using market penetration to increase competitiveness, or to find out what the biggest challenges are in its market penetration strategy. This study uses a qualitative method as one of the methodologies in research that does not yet have a standard definition and is generally agreed upon for use. From the results of the study it is known that PT. Bumiputera Sharia Life Insurance, using market penetration through digital platforms such as social media, company websites, and online advertising campaigns to reach a wider audience. Organizing events, seminars, or workshops, related to finance or health. Providing education about the benefits of insurance products to the public, conducting direct promotions through telemarketing, or face-to-face marketing to introduce products directly.]]>
<![CDATA[Understanding Global Market Development Strategies: A Qualitative Inquiry into Business, Public Administration Strategy Adaptation and International Supply Chain Management in the Globalization Era ]]>
<![CDATA[Prasodjo, Tunggul]]>
<![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.v3i2.726
<![CDATA[This research provides a comprehensive exploration of global market development strategies, business strategy adaptation, and international supply chain management in the globalization era. The study aims to understand the complex interplay of factors shaping contemporary business practices and to derive insights for enhancing competitiveness in international markets. The research adopts a qualitative inquiry approach, synthesizing existing literature and scholarly perspectives to analyze the phenomena under investigation. Through a thorough review of relevant literature, the study identifies key themes and theoretical frameworks, providing a nuanced understanding of global business dynamics. The findings highlight the diverse strategies employed by firms to navigate international markets, adapt to changing business environments, and manage global supply chain networks effectively. Insights gleaned from the research underscore the importance of strategic adaptation, dynamic capabilities, and collaboration in driving business success in the global marketplace. Moreover, the study elucidates the significance of supply chain resilience, agility, and digitalization in mitigating risks and capitalizing on opportunities in an interconnected world. The implications of the research extend to both theoretical and managerial domains, informing evidence-based strategies for sustainable growth and competitiveness in the globalization era.]]>
<![CDATA[Customer Service Strategies for Building Loyalty and Satisfaction at The Heights Sky Lounge ]]>
<![CDATA[Amirullah, Faizal]]>;
<![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.v5i1.737
<![CDATA[This research examines the influence of customer service practices on improving visitor loyalty and satisfaction at The Heights Sky Lounge. The study utilizes a qualitative research methodology to investigate the influential aspects of customer experiences. This is achieved via the use of in-depth interviews, focus groups, observational research, and document analysis. The results indicate that providing tailored service, comprehensive staff training, meticulous attention to detail, and strong feedback systems are essential for enhancing customer happiness and cultivating loyalty. Customized interactions and individualized suggestions greatly improve the eating experience, while proficient personnel guarantee constant and top-notch service. The careful consideration of the physical setting and eating mood enhances the whole experience, making it more memorable. Moreover, the proficient use of client input enables ongoing improvement and adjustment to changing tastes. While the present service procedures generally meet consumer expectations, there are areas where improvements may be made in terms of providing consistent customized care and being adaptable to individual demands. This study offers useful insights for improving customer service tactics to enhance loyalty and achieve long-term success in the highly competitive premium dining industry.]]>
<![CDATA[Iqra Plus Partner Product Development Strategy in Determining the Orientation of Sharia Life Insurance Market Segmentation ]]>
<![CDATA[Eka Putri Simanjuntak, Febrina]]>;
<![CDATA[Anggraini, Tuti]]>;
<![CDATA[Syarbaini, Ahmad Muhaisin B]]>
<![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.v5i1.758
<![CDATA[Mitra Iqra Plus is one of the products owned by PT. Asuransi Jiwa Syariah Bumiputera, Medan Branch, which aims to help fund children's education. The purpose of this study was to determine the development strategy of Mitra Iqra Plus in the orientation of insurance market segmentation at PT. Asuransi Jiwa Syariah Bumiputera, Medan Branch. This type of research uses qualitative research. Data collection techniques include interviews, observations, and documentation. The results of the study indicate that PT Asuransi Jiwa Syariah Bumiputera, Medan Branch is in accordance with sharia elements, namely it does not contain maysir (gambling), gharar (uncertainty), haram, usury, and bathil. The contracts used at Mitra Iqra Plus are Tabarru contracts, Wakalah bil ujrah contracts, and Mudharabah contracts. The marketing strategy chosen is to use a traditional marketing channel strategy through agents. The goal is to provide the best service and satisfaction to prospective customers.]]>
<![CDATA[Harnessing Digital Intelligence: Enhancing Effectiveness in Digital Marketing ]]>
<![CDATA[Sugiharto, Bambang]]>;
<![CDATA[Harkim, H.]]>;
<![CDATA[Hiya, Nirmadarningsih]]>;
<![CDATA[Simanungkalit, Rejekia Vaizal]]>;
<![CDATA[Andriani, Maya]]>
<![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.v5i1.770
<![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[The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective ]]>
<![CDATA[Mandung, Fitriani]]>
<![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.v5i1.782
<![CDATA[This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.]]>
<![CDATA[The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises: Empirical Study in Kampar Regency, Indonesia ]]>
<![CDATA[Irfandi, Nazmul]]>;
<![CDATA[Halim, Edyanus Herman]]>;
<![CDATA[Wijayanto, Gatot]]>
<![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.v5i1.784
<![CDATA[In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.]]>
<![CDATA[The Effect of Family Business Exposure on Entrepreneurial Intention Through Coercive, Normative, Mimetic Pressure: A Study on the Second Generation of Family Business Successors in Jombang, Indonesia ]]>
<![CDATA[Aisy, Rafida]]>
<![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.v5i1.792
<![CDATA[This research examines the influence of family business exposure on entrepreneurial intention through coercive, normative, and mimetic pressure. The variables used in the study are family business exposure, entrepreneurial intention, coercive pressure, normative pressure, and mimetic pressure. The population in this study is second-generation business actors who continue the family business in Jombang. The sampling technique used was purposive sampling. Questionnaires were distributed via Google Forms to respondents who were second-generation entrepreneurs who had continued their family business in Jombang. This research obtained 140 samples, and 138 samples were suitable for analysis. Data were analyzed with Smart PLS software and using path analysis. The research results show that family business exposure influences entrepreneurial intention through coercive, normative, and mimetic pressure on second-generation business actors who continue the family business in Jombang.]]>
<![CDATA[Business Intelligence Capabilities and Firm Performance: Empirical Study on PT. Erlangga Mahameru Publishers ]]>
<![CDATA[Piqri, Mochammad]]>;
<![CDATA[Suyoso, Aldo Lovely Arief]]>
<![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.v4i2.793
<![CDATA[This research aims to analyze the influence of business intelligence on firm performance. Erlangga Mahameru Publishers. Using quantitative explanatory methodology, the study utilized Structural Equation Modeling with Partial Least Squares (SEM-PLS), which was used in this work via SmartPLS software. A structured survey was used to gather information from 156 workers in PT. Erlangga Mahameru Publishers. The findings reveal a positive relationship between business intelligence and firm performance. There is a positive relationship between sensing capability and transforming capability, with a path coefficient of 0.877. There is a positive relationship between transforming capability and driving capability, with a path coefficient of 0.904. A positive relationship exists between driving capability and firm performance, with a path coefficient of 0.828.]]>
<![CDATA[Effect of Using Artificial Intelligence on Service Frequency and Public Satisfaction ]]>
<![CDATA[Nurfitarini, Wiwik]]>;
<![CDATA[Suyoso, Aldo Lovely Arief]]>;
<![CDATA[Ekowati, Dian]]>
<![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.v5i1.794
<![CDATA[This study aims to assess how Indonesia's Government Office of Kediri District responds to integrating Artificial Intelligence (AI) in improving service frequency and public satisfaction. An explanatory quantitative approach was adopted to investigate the causal relationship between AI adoption and the two dependent variables—service frequency and public satisfaction—through multiple linear regression analysis, utilizing data from a sample of 15 districts between 2018 and 2023. The study reveals that AI adoption significantly enhances public satisfaction and service frequency. Implementing AI, facilitated through the Digital Service Living Lab (DSLL) platform, increases efficiency, responsiveness, and service quality. The study underscores that AI integration can boost public service effectiveness and efficiency, encouraging local governments to broaden AI usage and invest in staff training and capacity development. This research offers strategic recommendations for governments to expand AI adoption further, strengthen inter-district collaboration, and optimize the use of Electronic Government (E-Government) initiatives to support the goals of smart city and provincial development.]]>
