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[Determinants of Purchasing Decisions for Kopi Janji Jiwa in Sidoarjo: The Role of Digital Marketing and e-WOM ]]>
<![CDATA[Noverta Sabela]]>;
<![CDATA[Siti Aminah]]>
<![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.v6i2.2278
<![CDATA[Advancements in digital technology have driven significant changes in marketing activities, particularly in the food and beverage sector. Digital marketing has become a strategic approach that enables companies to reach consumers more broadly and effectively, while electronic word-of-mouth (e-WOM) facilitates the exchange of information and consumer experiences that can influence purchasing decisions. This study aims to analyze the effect of digital marketing and E-WOM on the purchase decisions of Kopi Janji Jiwa in Sidoarjo, motivated by the phenomenon of declining Top Brand Index scores amid increasingly intense competition in the coffee shop industry. This study employed a quantitative approach using purposive sampling technique involving 110 respondents who had purchased Kopi Janji Jiwa more than once and were residents of Sidoarjo. Most respondents were consumers aged 17–22 years who actively used social media, making them more responsive to digital marketing activities and online information. Data were collected through questionnaires using a Likert scale and analyzed using structural equation modeling-partial least squares (SEM-PLS) with the assistance of the SmartPLS application. The results indicate that digital marketing and e-WOM have a positive and significant effect on the purchase decisions of Kopi Janji Jiwa in Sidoarjo. These findings suggest that effective digital marketing strategies and positive consumer reviews on digital platforms can enhance consumer trust and encourage purchasing decisions. This study provides an empirical contribution to enriching consumer behavior studies, particularly regarding the role of digital marketing and E-WOM in influencing purchasing decisions within the coffee shop industry in Indonesia. Furthermore, the findings can serve as input for companies to optimize digital marketing strategies and manage E-WOM effectively.]]>
<![CDATA[Green Marketing, Green Perceived Value, and Price Perception: Their Effects on Eco Bag Purchase Decisions at Alfamart Sidoarjo ]]>
<![CDATA[Alfi Rahmawati]]>;
<![CDATA[Siti Aminah]]>
<![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.v6i2.2286
<![CDATA[The increasing problem of plastic waste in Indonesia has encouraged retail industry players to introduce eco-friendly products such as eco bags as an alternative to single-use plastic bags. However, the declining sales of eco bags at Alfamart Sidoarjo during the 2023–2025 period indicates that the green marketing strategy implemented has not been fully effective in driving consumer purchasing decisions. This study aims to analyze the effect of green marketing, green perceived value, and price perception on the purchasing decision of eco bags at Alfamart Sidoarjo. This study employed a quantitative approach with purposive sampling technique involving 102 respondents, data collection through questionnaires, and data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. The results show that green marketing has a positive but insignificant effect on purchasing decisions, green perceived value has a positive and significant effect on purchasing decisions, and price perception has a positive and significant effect on purchasing decisions with the greatest contribution among the three variables examined.]]>
<![CDATA[Marketing Mix Strategies and Challenges in Increasing the Income of Palm Sugar Artisans in Lombo Village, Pitu Riase District, Sidenreng Rappang Regency ]]>
<![CDATA[Liska Lina Yanti]]>;
<![CDATA[Adam Latif]]>;
<![CDATA[Andi Riska Andreani Syafaruddin]]>;
<![CDATA[H. Haslindah]]>
<![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.v6i2.2292
<![CDATA[This study examines the implementation of the marketing mix strategy (4P: product, price, place, and promotion) as an effort to increase the income of palm sugar artisans in Lombo Village, Pitu Riase District, Sidenreng Rappang Regency, South Sulawesi. Despite the significant potential of the local agribusiness sector, palm sugar artisans continue to face several challenges, including the remote location of plantations, the susceptibility of palm sap to fermentation, dependence on intermediaries, and the use of traditional word-of-mouth marketing practices. Therefore, this study aims to analyze existing market conditions and identify sustainable marketing mix strategies that can support increased sales and income among palm sugar artisans. This research employed a qualitative approach. Data were collected through observations, documentation, literature reviews, and interviews. The study involved 10 informants, consisting of 3 business owners and 7 customers. Data analysis was conducted through data collection, data reduction, data presentation, and conclusion drawing. The data were processed using NVivo 12 Pro software. The findings indicate that product quality is the most influential factor affecting customer satisfaction and repeat purchases, while promotion remains the weakest element due to the limited utilization of digital marketing and the continued reliance on traditional word-of-mouth communication. Based on these findings, the study recommends maximizing the use of social media as a promotional platform, investing in supporting production equipment, and maintaining consistency in the palm sugar production process to enhance competitiveness and increase artisans' income.]]>
<![CDATA[The Influence of Digital Halal Influencers on the Purchase Decision of Halal Products among Generation Z ]]>
<![CDATA[Desty Prawatiningsih Desty]]>;
<![CDATA[Fahma Islami]]>;
<![CDATA[Siti Yuliyanti]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2353
<![CDATA[The expansion of digital halal marketing has increased the role of digital halal influencers, who not only promote products but also communicate religious messages and halal-related values to Muslim consumers. This study examines the effects of audience engagement, halal value, and influencer credibility on halal product purchase decisions among Muslim Generation Z in Indonesia. It also investigates whether influencer credibility mediates the effects of audience engagement and halal value on purchase decisions. Data were collected through a cross-sectional online survey administered using Google Forms. The final sample consisted of 210 Muslim Generation Z students from the Faculty of Da’wah at UIN Sultan Maulana Hasanuddin Banten, selected through convenience sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 3.0. The results show that audience engagement positively and significantly affects influencer credibility and purchase decisions. Halal value also positively and significantly affects influencer credibility and purchase decisions. However, influencer credibility does not have a significant effect on purchase decisions and does not mediate the relationship between audience engagement and purchase decisions or between halal value and purchase decisions. The model explains 53.5% of the variance in influencer credibility and 45.0% of the variance in purchase decisions. These findings identify a contextual boundary of Source Credibility Theory by demonstrating that influencer credibility alone may be insufficient to generate purchasing responses among Muslim Generation Z. Meaningful digital engagement and clear halal value appear to be more influential than the personal credibility of influencers. The findings imply that halal businesses should prioritize interactive communication, transparent halal information, and value-consistent content rather than relying solely on influencer popularity or reputation.]]>
<![CDATA[The Influence of Consistency and Originality on Brand Loyalty Mediated by Brand Attachment among Fajar Batik Ponorogo Customers ]]>
<![CDATA[Vellia Ekaprasti]]>;
<![CDATA[Fery Setiawan]]>;
<![CDATA[Titi Rapini]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2477
<![CDATA[This study aims to analyze the influence of Consistency and Originality on Brand Loyalty, with Brand Attachment serving as a mediating variable among customers of Fajar Batik Ponorogo. The study employed a quantitative approach using primary data collected through questionnaires distributed to 158 respondents. The analysis was conducted using the Partial Least Squares (PLS) method with the assistance of SmartPLS 3.0 statistical software. The results indicate that Consistency and Originality have a positive and significant effect on both Brand Attachment and Brand Loyalty. In addition, Brand Attachment has a significant effect on Brand Loyalty and is able to mediate the relationship between Consistency and Originality and Brand Loyalty. Originality was found to be the variable with the strongest influence on Brand Attachment, while Consistency emerged as the dominant factor in shaping Brand Loyalty. The high R-Square values for Brand Attachment (75.3%) and Brand Loyalty (80.0%) indicate that the model has strong explanatory power. The findings of this study suggest that customer loyalty is influenced not only by product consistency and uniqueness but also by customers’ emotional attachment to the brand.]]>
<![CDATA[The Impact of Brand Image & Brand Trust on Consumer Purchase Intention Brand Study BYD Electrical Vehicle in JABODETABEK, Indonesia ]]>
<![CDATA[Febrian Adhitya Nugraha]]>;
<![CDATA[Nurliya Apriyana]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2526
<![CDATA[Rising urban air pollution driven largely by transportation emissions has intensified the urgency of accelerating electric vehicle adoption in Indonesia, yet public interest and understanding of EVs remain strikingly low despite BYD's rapid sales growth. This gap underscores the need to examine the psychological and perceptual factors that drive consumer purchase intention toward BYD. This study aims to examine the influence of brand image and brand trust on the purchase intention of BYD electric vehicle consumers in the Greater Jakarta (Jabodetabek) area. A quantitative research approach was employed using a purposive sampling technique, involving 154 respondents. Data were collected through a four-point Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with SPSS. The results indicate that both brand image (t = 4.783; p = 0.001) and brand trust (t = 5.123; p = 0.001) have a positive and statistically significant effect on purchase intention. These findings suggest that strengthening brand image and enhancing consumer trust are critical factors in increasing consumers' purchase intention toward BYD electric vehicles in Indonesia.]]>
<![CDATA[The Influence of Brand Reputation and Brand Familiarity on Purchase Intention: A Study of the Wuling Electric Car Brand ]]>
<![CDATA[Aldevian Risyad Pratama]]>;
<![CDATA[Nurliya Apriyana]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2535
<![CDATA[The rapid growth of the electric vehicle market in Indonesia has intensified competition among automotive manufacturers, making brand-related factors increasingly important in influencing consumer purchase intention. This study aims to examine the influence of brand reputation and brand familiarity on purchase intention of Wuling electric vehicle. A quantitative approach using a survey method was used. Data were collected from 149 respondents aged 17–55 years who reside in the Greater Jakarta area and expressed interest in Wuling electric vehicles. Data were analyzed using IBM SPSS Statistics through validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, and hypothesis testing. The results show that brand reputation has a positive but insignificant effect on purchase intention (p = 0.997), while brand familiarity has a positive and significant effect on purchase intention (p < 0.001). These findings indicate that consumer familiarity with the Wuling brand plays a more influential role than brand reputation in driving purchase intention. This study contributes to the marketing literature by emphasizing the importance of strengthening brand familiarity as a strategy to increase consumer purchase intentions in the Indonesian electric vehicle market.]]>
<![CDATA[The Influence of Brand Ambassador and Fanaticism on Purchase Decision of Indomilk X Seventeen with Brand Image as a Variable ]]>
<![CDATA[Fera Fitriyani]]>;
<![CDATA[Nurul Huda]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2377
<![CDATA[This study aims to analyze the influence of brand ambassadors and fanaticism on the purchase decision of Indomilk x SEVENTEEN products with brand image as a mediating variable. This study is motivated by the modern marketing phenomenon that utilizes popular culture and the power of fandom as a brand communication strategy. The method used is a quantitative approach with a purposive sampling technique on 100 respondents who are members of the CARAT fandom and have purchased Indomilk x SEVENTEEN products. Data were collected through questionnaires and analyzed using Partial Least Squares (PLS). The results showed that brand ambassadors and fanaticism have a positive and significant effect on purchase decisions. In addition, brand ambassadors and fanaticism also have a positive and significant effect on brand image. Brand image is proven to have a positive effect on purchase decisions and is able to mediate the relationship between brand ambassadors and fanaticism with purchase decisions. These findings indicate that the success of collaborative marketing strategies is not only influenced by the popularity of public figures, but also by consumers' emotional attachment that can form a positive brand image and encourage purchase decisions. This study provides implications for companies in designing marketing strategies that combine the use of brand ambassadors, fandom management, and strengthening brand image to improve consumer purchasing decisions.]]>
<![CDATA[Social Media Marketing and Purchase Intention of Jamu Iboe Among Millennial and Generation Z Consumers ]]>
<![CDATA[Maharani Febri Lestari]]>;
<![CDATA[Masmira Kurniawati]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2499
<![CDATA[This study examines how Social Media Marketing influences Purchase Intention among Millennial and Gen Z consumers of Jamu Iboe, testing Brand Awareness, Brand Trust, and Perceived Value as parallel mediators. Traditional jamu remains unfamiliar to younger consumers despite growing interest in herbal products. Grounded in Stimulus-Organism-Response theory, Consumer-Based Brand Equity, and Perceived Value theory, the study employed a quantitative explanatory design using PLS-SEM methodology. Data were collected from 149 respondents aged 17 and above through an online questionnaire and analysed using SmartPLS. Results show that Social Media Marketing does not directly affect Purchase Intention; instead, its effect operates indirectly through Brand Awareness and Perceived Value, which significantly mediate the relationship. Brand Trust, though significantly strengthened by Social Media Marketing, does not mediate Purchase Intention. These findings indicate that digital marketing for traditional herbal products works through cognitive and evaluative pathways rather than direct persuasion or immediate purchase triggers. The study is limited to a single brand and cross-sectional design; future research should adopt longitudinal approaches and examine additional variables such as health consciousness and perceived risk. For practice, Jamu Iboe and other herbal brands should prioritise educational, value-oriented digital content and brand-recognition campaigns over hard-selling promotion when targeting younger consumers.]]>
<![CDATA[The Influence of Social Media Marketing and Influencer Credibility on Purchase Intentions among Generation Z in Medan ]]>
<![CDATA[Hikmah Liza Satputri]]>;
<![CDATA[Dian Purnama Sari]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v7i1.2559
<![CDATA[The increasing use of social media has changed the way businesses communicate with consumers and influence their purchasing decisions. As one of the most active digital consumer groups, Generation Z often relies on social media platforms and influencer recommendations when evaluating products before making a purchase decision. This study aims to examine the influence of social media marketing and influencer credibility on purchase intention among Generation Z in Medan, Indonesia. A quantitative research approach with an associative design was used. Data were collected through a structured questionnaire from 97 respondents selected using purposive sampling. The collected data were analyzed using IBM SPSS Statistics through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination (R²). The results showed that social media marketing has a positive and significant influence on purchase intention. Influencer credibility also has a positive and significant influence on purchase intention. Simultaneously, both independent variables have a significant effect on purchase intention, with the regression model explaining 83.4% of the variance in purchase intention (R² = 0.834 ). These findings suggest that integrating effective social media marketing strategies with credible influencer endorsements can substantially increase consumer purchase intentions. This study contributes to the digital marketing literature by providing empirical evidence from Generation Z consumers in Medan and offering practical insights for businesses in designing effective digital marketing strategies.]]>
