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
179 Documents
<![CDATA[Exploring the Impact of Store Attributes on Brand Loyalty through the Omni-Channel Experience and Brand Love ]]>
<![CDATA[Mukhsin, M.]]>;
<![CDATA[Kustiawan, Unggul]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1828
<![CDATA[The purpose of this study is to explore the factors influencing offline store attributes and online store attributes on brand loyalty through omni-channel experience and brand love, focusing on Chinese smartphone brands in Indonesia among Generation Z and Millennial consumers. The research data were collected using a survey method through the online distribution of questionnaires to 150 respondents, of which 127 completed responses were used as the study sample. Data analysis was conducted using factor analysis and structural equation modeling (SEM) with SmartPLS software. The strength of this study lies in its omni-channel context, which integrates both online and offline dimensions. The results show that both offline and online store attributes positively influence omni-channel experience, brand love, and brand loyalty. Brand love further strengthens brand loyalty. Offline and online store attributes serve as key drivers of omni-channel experience, which enhances brand love and ultimately leads to brand loyalty (R² = 77.2%). Omni-channel experience partially mediates the relationship between offline store attributes and brand love, while fully mediating the relationship between online store attributes and brand love. Managerial implications for enhancing brand loyalty include providing responsive service, maintaining store cleanliness and neatness, and ensuring that online systems facilitate easy access to and comparison of a wide range of products. Furthermore, the strategy for enhancing the omni-channel experience is focused on strengthening offline and online store attributes through the provision of a comprehensive product assortment and quality that meets customer expectations.]]>
<![CDATA[Transforming Market-Driven Strategies in the Indonesian Medical Device Industry: Impact Analysis of Regulatory Compliance, Innovation, and Service Quality on Brand Loyalty ]]>
<![CDATA[Yudakusuma, Marcell Wijaya]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1897
<![CDATA[This study examines how regulatory compliance, product innovation, and service quality contribute to market-driven strategy transformation in the medical device industry and influence customers’ brand loyalty, specifically in the Indonesian medical device industry. Data were collected using self-administered surveys from 120 institutional customers of a medical device manufacturing company in Indonesia as part of a quantitative research design and analyzed using structural equation modeling (SEM). The findings demonstrated that product innovation, service quality, and regulatory compliance all had significant effects on brand image (p < 0.05), with service quality being the most significant predictor (β = 0.503). Brand loyalty was positively and significantly impacted by brand image (β = 0.587; p < 0.001). Product innovation was found to have a significant direct impact on loyalty (β = 0.389; p < 0.001), whereas regulatory compliance had an indirect impact through brand image (p < 0.05) but no direct impact on loyalty (p > 0.05). These Findings imply that medical device sector in Indonesia should prioritize market-driven strategies which integrate service quality excellence and continuous product innovation, while also positioning regulatory compliance as credibility foundation to empower brand image and sustain customer loyalty.]]>
<![CDATA[The Effect of Store Atmosphere on the Decision to Stay with Purchase Interest as a Mediation Variable ]]>
<![CDATA[Junhien, Hendra]]>;
<![CDATA[Maisirata, Pasifikus]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1921
<![CDATA[High purchase intention has been shown to influence guests' decision to stay at a hotel significantly. This study analyses the influence of store atmosphere on the decision to stay, with guest purchase intention as a mediating variable. This study used a quantitative approach, involving 172 respondents who were guests of the Borneo Hotel in Pontianak. The sample was selected through purposive sampling, with the criteria that respondents be guests who had stayed at least 1 night, be aged 18 or older, and be willing to participate voluntarily in the research process. In addition, data analysis was conducted using Structural Equation Modelling (SEM) techniques using AMOS software version 23 to achieve more precise and reliable research results. The results show that store atmosphere significantly influences guests' decision to stay. A hotel atmosphere that is perceived as attractive and comfortable, and that provides a pleasant experience, is an essential factor in increasing guest interest. Furthermore, purchase intention also plays a vital role in strengthening guests' tendency to stay. This study also shows that purchase intention acts as a mediating factor, increasing the relationship between store atmosphere and the decision to stay. Overall, this study confirms that the quality of a store's ambience not only directly influences the decision to stay, but the effect is even more pronounced when guests have high purchase intentions. These findings have important implications for hotels, encouraging them to continually improve the quality of their physical environments and ambience to attract guests and encourage them to stay.]]>
<![CDATA[Analysis of Psychological Factors and Free Shipping on Online Impulse Buying in Modest Fashion ]]>
<![CDATA[Yusuf, Muhamad]]>;
<![CDATA[Masnita, Yolanda]]>;
<![CDATA[Yusran, Husna Leila]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1960
<![CDATA[This research draws attention to impulsive buying behavior in a vibrant and booming modest fashion industry, one of the most significant contributor segments to e-commerce in Indonesia. Part of the difficulty is that consumers are increasingly making additional online impulsive purchases driven by psychological triggers and marketing efforts that prompt rapid, unplanned buying decisions. To investigate, the paper explores hedonic motivation, positive emotions, perceived trust, and online shopping attitude, along with free shipping, applying the Self-Determination Theory (SDT)- based model to the factors that incite impulsive purchase. Positive emotions and perceived trust are two of the most significant indicators (positive frailties) in standardized results for online impulse buying, with no direct effect from free shipping. Based on these findings, the study suggests that future research is needed to consider social cues and interface design factors to better understand impulse buying among MF consumers online and to develop marketing strategies that enhance the emotional experience.]]>
<![CDATA[Determinants of Green Purchase Intention and Willingness to Pay a Premium: An Extension of the Theory of Planned Behavior ]]>
<![CDATA[Purwianti, Lily]]>;
<![CDATA[Indah, I.]]>;
<![CDATA[Lady, L.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1997
<![CDATA[Drawing on an extension of the Theory of Planned Behavior (TPB), this research investigates the factors influencing green purchasing intention (GPI) and willingness to pay a premium (WPP) for eco-friendly items. Two explanatory variables in the suggested framework are ethical obligation (EO) and environmental concern (EC). Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data from 395 respondents, collected via a five-point Likert scale. According to the findings, EO and SN significantly boost GPI and WPP, whereas EC has a direct effect on GPI but none on WPP. Also, there seems to be an attitude-behavior gap between how environmentally concerned customers are and how much they are ready to pay for products, as the correlation between GPI and WPP is not very strong. These results emphasize the significance of ethical and societal considerations in shaping environmentally conscious purchasing decisions. This research has practical applications for marketers, enabling them to highlight ethical principles and social impact while marketing environmentally friendly goods, and it contributes to TPB's expansion by incorporating ethical issues.]]>
<![CDATA[The The Role of Customer Relationship Management in Customer Retention: Case Study for Ambon Traditional Restaurants ]]>
<![CDATA[Lesbassa, Ricky Kurniawan]]>;
<![CDATA[Lewerissa, Erlina]]>;
<![CDATA[Betoky, Markus Imanuel]]>;
<![CDATA[Aribowo, Agus]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1480
<![CDATA[The culinary industry in Indonesia continues to grow, with restaurants serving regional specialties such as Ambon cuisine. Building and maintaining long-term customer relationships has become an essential strategy for enhancing loyalty and business sustainability. This study aims to analyze the effectiveness of Customer Relationship Management (CRM) on customer retention in Ambon specialty restaurants. The research method employed is a literature study with a descriptive-analytical approach. The findings indicate that effective CRM implementation can enhance customer retention through service personalization, loyalty programs, and continuous communication. CRM components such as personalized service, effective communication, and loyalty programs have been proven to increase customer satisfaction and the likelihood of repeat purchase. The study concludes that consistently implemented CRM strategies can be a key factor in retaining customers and improving restaurants' competitiveness.]]>
<![CDATA[Use of Instagram @Buna.Indoneia Social Media in Promoting Buna Indonesia Coffee Shop to Customers ]]>
<![CDATA[Saputra, Ikhsan]]>;
<![CDATA[Ramli , Ruslan]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1114
<![CDATA[This study aims to determine the use of Instagram social media @buna.indonesia in promoting Buna Indonesia coffee shops to customers and to determine the obstacles faced by the use of Instagram social media @buna.indonesia in promoting Buna Indonesia coffee shops to customers. In obtaining the data needed for this study, the researcher used a qualitative method, a descriptive research type with a case study approach. The results of this study indicate that the AISAS Theory specifically plays an important role in explaining how @buna.indonesia managed to attract the attention of the audience through interesting and interactive visual content. The researcher also found obstacles to using Instagram social media, namely That Unexpected changes in the Instagram algorithm often reduce the reach and visibility of content, as well as limited features, resources, including time, energy, and budget. The increasingly tight competition in the coffee industry also adds to the complexity of the challenges faced.]]>
<![CDATA[Analysis of Factors Influencing Switching Intention to Use of M-Payment Applications ]]>
<![CDATA[Abdurrahim, Teddra Naufal]]>;
<![CDATA[Aribowo, Agus]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.1408
<![CDATA[Every consumption activity is influenced by various factors related to security, trust, and transaction efficiency. This underpins the importance of adapting to technological innovation, particularly in modern payment systems. The purpose of this study was to evaluate consumer tendencies toward switching to mobile-based digital payment systems (m-payment). The sampling technique used was purposive sampling, with 100 active students from the Faculty of Law and Digital Business, Maranatha Christian University, from 2021 to 2024. The data used was primary data collected through an online questionnaire using Google Forms. This study was analyzed using multiple linear regression using SPSS version 30 software, focusing on the influence of the push effect, pull effect, and mooring effect variables (variable X) on switching intention (variable Y). The results showed that the pull effect and mooring effect had a significant positive influence on the intention to switch to m-payment, while the push effect had a significant negative influence. Of the three variables, the pull effect was the most dominant factor. Although the Push-Pull-Mooring model proved relevant in this study, limitations arose because the study only involved one educational institution, making the results less generalizable. Therefore, it is recommended that future research involve a more diverse sample and consider the addition of new variables.]]>
<![CDATA[Impulse Buying in Shopee E-Commerce: The Role of Live Streaming, Flash Sales, and Customer Reviews among University Students in Semarang ]]>
<![CDATA[Rahmeinda Kintia]]>;
<![CDATA[Ali Maskur]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i2.2094
<![CDATA[This study aims to examine the effects of live streaming, flash sale, and customer review on impulse buying behavior of cosmetic products on the Shopee e-commerce platform among university students in Semarang City. This research employs a quantitative approach with a causal research design. Data were collected through questionnaires distributed to 96 respondents selected using a probability sampling technique. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results show that live streaming has a positive and significant effect on impulse buying (t = 2.028; p < 0.05), indicating that real-time interaction and product visualization enhance consumers’ emotional engagement and stimulate spontaneous purchases. Flash sale has the strongest positive and significant effect (t = 3.640; p < 0.05), suggesting that time-limited promotions and perceived scarcity create urgency and encourage impulsive buying behavior. In contrast, customer review has a negative and insignificant effect (t = −0.279; p > 0.05), indicating that reviews tend to function as rational evaluation tools rather than emotional triggers. Simultaneously, all variables significantly influence impulse buying (F = 12.922; p < 0.05), with a coefficient of determination (R²) of 0.274. These findings suggest that impulse buying in e-commerce is primarily driven by emotional and promotional stimuli rather than informational factors. This study contributes to the understanding of consumer behavior in digital marketing contexts and provides practical implications for optimizing marketing strategies in e-commerce platforms.]]>
