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
201 Documents
<![CDATA[How Food Vlogger Content Influences Purchase Intention: A SEM Analysis of Audience Attitudes ]]>
<![CDATA[Sulton Almadani]]>;
<![CDATA[Yolanda Masnita]]>;
<![CDATA[Husna Leila Husna]]>
<![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.v6i2.1928
<![CDATA[Food vloggers increasingly shape consumers’ dining and online purchase decisions, yet evidence on how audience attitudes translate into purchase intention remains mixed. This study examines how entertainment value, information value, and enjoyment influence consumer attitudes toward food videos and vloggers, and how these attitudes affect purchase intention. Drawing on Uses and Gratifications Theory, an online survey of 110 food vlog follower respondents was analyzed using Structural Equation Modeling (SEM) via AMOS. Results indicate that entertainment value enhances attitudes toward vloggers, while information value strengthens attitudes toward food videos. Enjoyment did not significantly affect attitudes toward videos, and information value did not significantly affect attitudes toward vloggers. Positive attitudes toward both videos and vloggers significantly increased purchase intention. The study highlights the importance of distinguishing between content and content creator evaluations in digital marketing. Practically, combining informative and entertaining content can enhance persuasive impact and audience trust. Future research should consider longitudinal, experimental, and diverse demographic approaches to improve generalizability.]]>
<![CDATA[The Thin Line Between Service Innovation and Brand Extension ]]>
<![CDATA[Michael Willie]]>
<![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.v6i2.652
<![CDATA[This study investigates the strategic integration of service innovation and brand extension within the operational frameworks of medical schemes. It aims to explore how these dual strategies can enhance competitiveness, improve service quality, and strengthen brand equity in the dynamic healthcare sector. In innovation and brand extension within medical schemes, introducing Efficiency Discount Options (EDOs) represents a departure from traditional parent benefit options, offering equivalent benefits through a distinct healthcare delivery model. This unintended consequence underscores how these pricing strategies and innovative service models can reshape consumer preferences towards more cost-effective healthcare alternatives, impacting market dynamics and demographic segmentation within the healthcare sector. This research employs a qualitative approach, focusing on in-depth case studies of medical schemes that have successfully integrated service innovation and brand extension. A comprehensive literature review complements the empirical data, providing theoretical insights into innovation and brand management strategies in the healthcare context. The study reveals that integrating service innovation and brand extension creates synergies that enhance operational effectiveness and member satisfaction, reinforcing market positioning and adaptability to evolving consumer demands. EDOs within medical schemes have inadvertently skewed beneficiary demographics toward younger age groups, showcasing how pricing strategies and innovative service models influence consumer preferences for cost-effective healthcare options. These findings underscore the strategic impact of brand extension on market dynamics and demographic segmentation in the healthcare sector, highlighting evolving consumer preferences and the competitive landscape shaped by innovative pricing and service strategies. This research contributes to the academic discourse by providing actionable insights into the effective integration of service innovation and brand extension within medical schemes. It highlights practical implications for schemes looking to optimise service administration strategies and strengthen their competitive edge in the healthcare sector. The findings also underscore the importance of aligning innovation initiatives with brand management practices to foster sustained growth and enhance service quality.]]>
<![CDATA[The Influence of Income, Location, and Motivation on Subsidized Home Purchase Decisions at Adhitama Group in Pekanbaru City ]]>
<![CDATA[Novelia Henita]]>;
<![CDATA[Z. Zulkarnain]]>;
<![CDATA[Gatot Wijayanto]]>
<![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.v6i2.1393
<![CDATA[One of the government programs and facilities is subsidized housing for people seeking affordable housing, this is a solution for low-income people to have decent housing at affordable prices. This study aims to analyze the effect of income, location, motivation on the decision to purchase subsidized housing at Adhitama Group in Pekanbaru City with a population of 199 subsidized home buyers at Adhitama Group in Pekanbaru City. The determination of the sample refers to Slovin which produces a sample of 133 people using Simple Random Sampling. Data collection using a questionnaire with an ordinal measurement level (Likert scale). The data analysis technique uses Multiple Linear Regression. The validity test uses Pearson correlation product-moment, while the reliability test uses Cronbach Alpha. The results of the hypothesis test of this study indicate that: 1) Income affects the decision to purchase subsidized housing. 2) Location affects the decision to purchase subsidized housing. 3) Motivation affects the decision to purchase subsidized housing. Motivation has the greatest influence on the decision to purchase subsidized housing from other independent variables. 4) Income, location, and motivation influence the decision to purchase subsidized housing, meaning that the higher the consumer's income, strategic location, and consumer motivation, the higher the decision to purchase subsidized housing.]]>
<![CDATA[Beyond Sensing, Seizing, and Reconfiguring: Toward Dynamic Capability Theory 4.0 through Agility and Adaptive Judgment Perspectives - A Systematic Literature Review ]]>
<![CDATA[Aditya Halim Perdana Kusuma Putra]]>;
<![CDATA[Misfah Muslimawati]]>
<![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.v6i2.1710
<![CDATA[This study aims to examine the evolution of Dynamic Capability Theory by integrating organizational agility and adaptive judgment perspectives toward the development of Dynamic Capability Theory 4.0. Using a systematic literature review approach guided by the PRISMA framework, this study synthesizes prior research on dynamic capabilities, sensing, seizing, reconfiguring, organizational agility, managerial cognition, digital transformation, artificial intelligence, and organizational resilience. The findings indicate that the traditional sensing–seizing–reconfiguring framework remains theoretically relevant but requires extension to address contemporary organizational environments characterized by technological disruption, uncertainty, and rapid market change. Organizational agility emerges as both an antecedent and an outcome of dynamic capability development, enabling firms to respond quickly and flexibly to environmental turbulence. In addition, adaptive managerial judgment functions as a critical microfoundation that determines how organizations interpret information, make strategic decisions, and reconfigure resources effectively. Digital transformation and artificial intelligence further reshape the development of dynamic capabilities by strengthening data-driven sensing, strategic decision-making, innovation, and organizational resilience. This study contributes to strategic management literature by proposing an integrative perspective of Dynamic Capability Theory 4.0, which combines sensing, seizing, and reconfiguring with agility, adaptive judgment, digital intelligence, and resilience. The review provides theoretical implications for future research and practical insights for organizations seeking to sustain competitive advantage in complex and technology-mediated environments.]]>
<![CDATA[Motivating Factors Influencing Gen Z's Preference for Online Food Delivery Over Restaurant Visits ]]>
<![CDATA[Nur-A-Alam Mishad]]>;
<![CDATA[Md. Sohel Rana]]>;
<![CDATA[Shadia Sharmin]]>;
<![CDATA[SM Nahidul Islam]]>;
<![CDATA[Md. Mokshud Ali]]>
<![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.v6i2.1868
<![CDATA[This research examines the issues that influence the behavioral intention of Gen Z customers to utilize online food delivery (OFD) services. This research focuses on the specific demographic of Gen Z clients who currently use online food delivery applications. In this regard, structural equation modeling (SEM) was employed to analyze the data collected from respondents. A purposeful sampling approach was used due to the characteristics of the research object. The findings demonstrate that convenience, hedonic motivation, indifference to the dining environment, service availability in unconventional hours, and time-saving significantly affect Gen Z customers' intention to choose OFD service. Therefore, this study might be crucial for app distribution operators, governmental and non-governmental entities, enterprises, and scholars to formulate policies and strategies that foster consumer engagement at a collective level. Finally, the findings of the present study provide valuable information for entrepreneurs and policymakers seeking to develop similar services.]]>
<![CDATA[The Influence of Interpersonal Communication and Customer Experience on Customer Attitudinal Loyalty: Moderating Role of Switching Costs in B2B Seafood Processing Companies ]]>
<![CDATA[Bagus Susanto]]>;
<![CDATA[Masmira Kurniawati]]>
<![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.v6i2.1953
<![CDATA[This study examines the effects of interpersonal communication and customer experience on customer attitudinal loyalty, as well as the moderating role of switching costs in the context of business-to-business seafood processing companies. Data were collected through questionnaires distributed to 54 customers of a seafood processing company and analyzed using Structural Equation Modeling to test the relationships among the research variables. The findings indicate that interpersonal communication has a positive and significant effect on customer attitudinal loyalty (β = 0.240; p < 0.05), while customer experience also has a positive and significant effect on customer attitudinal loyalty (β = 0.657; p < 0.01). In addition, switching costs significantly strengthens the relationship between interpersonal communication and customer attitudinal loyalty (β = 0.315; p < 0.05). However, switching costs do not significantly moderate the relationship between customer experience and customer attitudinal loyalty (β = −0.288; p > 0.05). These findings confirm that interpersonal communication and customer experience are important determinants of customer attitudinal loyalty in B2B relationships, whereas switching costs function as a supporting mechanism that strengthens the influence of interpersonal communication but does not strengthen the influence of customer experience. Therefore, B2B seafood processing companies should prioritize strategies aimed at improving the quality of interpersonal communication and delivering superior customer experiences to establish and sustain long-term customer loyalty.]]>
<![CDATA[What Distinctive Brand Assets Drive Brand Choice Under Cognitive Constraints: The Sequential Roles of Perceptual Fluency, Associative Memory, and Mental Availability ]]>
<![CDATA[Rr Arinta Ratih Nurindahsari]]>
<![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.v6i2.1957
<![CDATA[In digitally saturated markets, consumers make purchase decisions under limited attention and cognitive capacity, relying on recognition-based heuristics rather than deliberate evaluation. This study examines how distinctive brand assets influence brand choice through the sequential mediating roles of perceptual fluency, associative memory activation, and mental availability, while testing the moderating role of digital reinforcement. A quantitative explanatory design was employed, and the relationships were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings show that distinctive brand assets enhance perceptual fluency, which strengthens associative memory activation. Associative memory activation positively affects mental availability, while mental availability increases brand choice. Digital reinforcement significantly moderates the effects of distinctive brand assets on perceptual fluency and associative memory activation, indicating that repeated exposure to brand cues across digital platforms reinforces recognition and memory structures. Mediation analysis confirms that the effect of distinctive brand assets on brand choice is predominantly indirect and operates through a sequential cognitive pathway. These findings extend branding literature by demonstrating that brand choice in digital environments is shaped by cognitive accessibility rather than differentiation-based evaluation. Managerially, the study highlights the importance of consistent visual identity and sustained digital exposure in strengthening brand recognition, memory accessibility, and consumer choice.]]>
<![CDATA[Antecedents of Smartwatch Purchase Intention in Indonesia ]]>
<![CDATA[Ken Achmad Amran Prastanto]]>;
<![CDATA[Arnolt Kristian Pakpahan]]>
<![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.v6i2.2090
<![CDATA[Rapid advances in digital technology and growing health awareness have contributed to the expansion of the wearable-device market, particularly the smartwatch market, in Indonesia. Smartwatches have evolved from simple accessories into multifunctional devices that support health monitoring, daily activities, communication, and productivity. This increasingly competitive market requires companies to understand the factors that influence consumers’ purchase intentions. This study examines the effects of electronic word of mouth (eWOM) on perceived value and customer attitude and investigates their subsequent effects on consumers’ purchase intentions toward smartwatches in Indonesia. A quantitative survey design was employed. Data were collected through an online questionnaire administered to 200 respondents who had knowledge of, experience with, or an interest in smartwatch products. Respondents were selected using nonprobability sampling with a purposive sampling technique. The data were analyzed using structural equation modeling with AMOS. The findings indicate that eWOM has positive and significant effects on both perceived value and customer attitude. Perceived value also has a positive and significant effect on customer attitude; however, its direct effect on purchase intention is not statistically significant. Customer attitude has a positive and significant effect on purchase intention. These findings demonstrate that online reviews, recommendations, and digitally disseminated information play an important role in shaping consumers’ value perceptions and attitudes toward smartwatches, which subsequently strengthen their purchase intentions. This study contributes to the consumer behavior and digital marketing literature by clarifying the role of eWOM, perceived value, and customer attitude in smartwatch purchase decisions. Practically, the findings provide insights for smartwatch companies seeking to develop effective digital marketing strategies in Indonesia.]]>
<![CDATA[Sales Performance Improvement Strategy Through the Technology Adoption of E -CRM Applications ]]>
<![CDATA[Dian Widiana Kuswara]]>;
<![CDATA[Vita Ratnasari]]>
<![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.v6i2.2212
<![CDATA[This study aims to analyze the factors that influence the adoption of E-CRM applications in improving sales performance at PT PLN (Persero). This study uses an integrative approach between the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to identify factors that influence salespeople’s intention to use the system. The research method used is quantitative, and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results show that all proposed hypotheses are significantly accepted. Variables such as system adaptability, information quality, format quality, and ease of navigation influence the perception of ease and effectiveness of system use, which in turn influence perceived usefulness and behavioral intention. The main findings indicate that effort expectancy is the most dominant factor influencing intention to use, followed by performance expectancy, perceived enjoyment, and perceived usefulness. This study confirms that the success of E-CRM implementation depends not only on system quality but also on user perceptions of ease, usefulness, and user experience. The research results are expected to be the basis for developing strategies to increase E-CRM adoption to encourage more optimal sales performance in the PLN environment.]]>
<![CDATA[The Influence Fashion Involvement, Price Perception, and Perceived Scarcity To Impulse Buying of Uniqlo Collaboration Products among University Students in Surabaya ]]>
<![CDATA[Syeril Tiffany Prasetyo]]>;
<![CDATA[Sugeng Purwanto]]>
<![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.v6i2.2277
<![CDATA[The rapid growth of the fashion industry has contributed to an increase in impulsive buying behavior, particularly for collaborative products that offer exclusivity and uniqueness. This study aims to analyze the influence of fashion involvement, price perception, and perceived scarcity on impulse buying of Uniqlo collaborative products among university students in Surabaya. A quantitative approach was employed using a survey method through questionnaires distributed to students who had purchased Uniqlo collaborative products. The data were analyzed using Partial Least Square (PLS). The results indicate that price perception and perceived scarcity have a positive and significant effect on impulse buying, while fashion involvement does not significantly affect impulse buying. The R-Square value of 0.586 demonstrates that the proposed model explains 58.6% of the variance in impulse buying behavior. These findings suggest that external factors, particularly consumers’ perceptions of price and product scarcity, play a more dominant role in stimulating impulsive purchases than individual involvement in fashion. Theoretically, this study enriches consumer behavior literature by providing empirical evidence on the applicability of the Stimulus–Organism–Response (S-O-R) framework in explaining impulse buying behavior within the context of fashion collaboration products. Practically, the findings offer valuable insights for fashion retailers, especially Uniqlo, in designing effective marketing strategies through competitive pricing and scarcity-based promotions to encourage consumer purchase intentions while understanding the purchasing behavior of young consumers.]]>
