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
115 Documents
<![CDATA[The Role of Customer Ratings and Free Shipping Promos on Buying Interest In Tokopedia Application Services ]]>
<![CDATA[Ilham Abdullah Sanda]]>;
<![CDATA[Salim Basalamah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 1 No. 1 (2021): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v1i1.315
<![CDATA[This study aims to determine the effect of (1) Customer Rating (2) Free Shipping Promo (3) Customer Rating and Free Shipping Promo together on purchase Intention in Tokopedia Application by Universitas Muslim Indonesia’s Students Faculty of Economics and Business Class of 2019-2020. The method used in this study is a quantitative research method. Respondents are 100 students of the Universitas Muslim Indonesia, Faculty of Economics and Business, Class of 2019-2020, which were obtained using the purposive sampling technique. This study uses primary data by conducting direct research in the field by giving questionnaires. Data analysis methods used are validity test, reliability test, multiple linear regression analysis, classical assumption test, and hypothesis testing. The results of this study indicate that Customer Rating influences purchase intention in Tokopedia Application, Free Shipping Promo influences purchase intention in Tokopedia Application, Customer Rating and Free Shipping Promo simultaneously affect purchase intention in Tokopedia Application.]]>
<![CDATA[The Role of Consumer Emotional Value, and Service Innovation on Consumer Purchase Decisions: TAM Theory Approach ]]>
<![CDATA[Dedi Juniansyah]]>;
<![CDATA[Sabri Hasan]]>;
<![CDATA[Aditya Halim Perdana Kusuma Putra]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 3 No. 1 (2023): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v3i1.170
<![CDATA[This study aims to analyze the influence of customer emotional value and service innovation variables on consumer purchase decisions using the Technology Acceptance Model (TAM) theory approach. This study uses a quantitative approach and uses primary data from questionnaires and secondary data. The sample in this study were 231 people spread across various provinces in Indonesia using an unlimited population. Data analysis was performed using validity test, reliability test, R-squared test, F-squared test, direct effect test, and Partial Least Square (PLS) hypothesis submission. The results show that the Technology Acceptance Model (TAM) has a positive and significant effect on Emotional Value and Service Innovation, as well as on Consumer Purchase Decisions through the mediation of Emotional Value and Service Innovation. However, the Technology Acceptance Model (TAM) does not have a positive and significant effect on Consumer Purchase Decisions directly.]]>
<![CDATA[Factors Influencing The Intention of Businesses Actor To Adopt Online Applications: An Empirical Evidence In Indonesia ]]>
<![CDATA[Dedy Afrizal]]>;
<![CDATA[Sunariya Utama]]>;
<![CDATA[H. Hildawati]]>;
<![CDATA[Y. Yuhardi]]>;
<![CDATA[S. Sofyan]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 3 No. 1 (2023): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v3i1.212
<![CDATA[The use of technology is prevalent in both the public and private sectors. The use of technology in different community activities, of course, has an impact on the community's economic worth. The usage of many current apps makes it a viable alternative for strengthening the community's economy, particularly for micro, small, and medium-sized business actors (UMKM). The purpose of this research is to determine factors influencing the intention of UMKM actors in using accessible applications to sell their products. It is envisaged that by combining the Unified Theory of Acceptance and Use of Technology (UTAUT) theory with various more factors, it will be possible to understand the intentions of business actors toward applications. The results are obtained by using a quantitative approach that uses SEM PLS analysis sourced from respondent's answer data obtained through the distribution of questionnaires to UMKM actors, where Facilitating Condition and Trust is an important construct to consider in seeing the intentions of business actors in using an application. This is hoped that the findings of this study will serve as a reference for the government and private sector in developing policies aimed at increasing the use of applications and encouraging micro, small, and medium business actors to adopt and use online applications, which will undoubtedly help improve the Indonesian people's economy.]]>
<![CDATA[The Effect of Price and Ease of Use on Customer Loyalty: A Case Study of Repeat Transaction Interest Through the OVO Application ]]>
<![CDATA[Setyani Dwi Lestari]]>;
<![CDATA[Selamet Riyadi]]>;
<![CDATA[Sugeng Priyanto]]>;
<![CDATA[Anie Suhermin]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 3 No. 1 (2023): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v3i1.223
<![CDATA[The study aims to examine the effect of price, ease of use, loyalty of interest in re-transacting with OVO on customer loyalty which is tested both directly and indirectly. The population used amounted to 80 respondents. The results of this study state that 1). Price has a positive and significant effect on interest in re-transacting the OVO application. 2). Ease of use has a positive and significant effect on interest in re-transacting the OVO application. 3). Price has a positive and significant effect on customer loyalty for the OVO application. 4). Ease of use has a negative and significant effect on customer loyalty for the OVO application. 5). Price has a direct influence on customer loyalty, but on the contrary, it does not have a direct effect through the interest in re-transacting the OVO application. 6). Ease of use has a direct influence on customer loyalty but otherwise has no direct effect through interest in re-transacting the OVO application. 7). Interest in re-transactions has a positive and significant effect on customer loyalty for the OVO application.]]>
<![CDATA[Internationalization of SME: A systematic Literature Review ]]>
<![CDATA[Mega Aulianda]]>;
<![CDATA[S. Sudarmiatin]]>;
<![CDATA[Hadi Sumarsono]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i1.282
<![CDATA[The opportunity to enter the international market will encourage SME to experience growth and development. However, SME must also be able to prepare themselves well to compete, survive and thrive in the international market. This research aims to conduct a literature review related to International SME. The method used in this research is the SLR (Systematic Literature Review) method. Data collection is done by documenting all articles that have similar research in the research report. The articles used in this study were 2 international journal articles obtained from the google scholar database. Based on the research obtained results, the supporting factors in the progress of internationalization of SME include Innovation, Balanced Scorecard (BSC), Industry associations, R&D organizations, Customers, Government Policy. ]]>
<![CDATA[Green Business Innovation: Sustainable Business Model Development through Integration of Business Model Canvas, Design Thinking, and Islamic Business Ethics ]]>
<![CDATA[Lussy Widia Asmaraningtyas]]>;
<![CDATA[Imelda Dian Rahmawati]]>;
<![CDATA[Hadiah Fitriyah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i1.337
<![CDATA[This research aims to analyze the integration of Business Model Canvas (BMC), Design Thinking, and Islamic Business Ethics in the development of sustainable green business models. Through a qualitative approach using Computer-Assisted Qualitative Data Analysis Software (CAQDAS) and secondary data, this research highlights the potential of integrating these three concepts in creating a business model that is not only competitive but also ecologically, socially, and economically sustainable. The results show that BMC integration provides a structural foundation, Design Thinking facilitates creative innovation in the context of sustainability, and Islamic Business Ethics provides a strong moral framework to support the implementation and sustainability of such business models. Thus, this research provides an innovative contribution to fill the existing knowledge gap and blaze new trails in designing green business models that integrate sustainability and Islamic business ethics values.]]>
<![CDATA[Independence and Adaptability: Building Resilience and Competitiveness for Small and Medium-sized Enterprises in the Digital Era ]]>
<![CDATA[R. Rahmi]]>;
<![CDATA[M. Mursyidin]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i1.345
<![CDATA[This study aims to investigate the impact of independence and adaptability on business actors in Balikpapan City amidst the industrial revolution 4.0. The study focuses on Small and Medium Enterprises (SMEs) in the culinary sector of Balikpapan City, wit h a sample size of 30 business actors. A quantitative research approach utilizing primary data is employed, and data collection is conducted through the distribution of questionnaires. Statistical analysis using SPSS verifies the significance of the variables of independence (X1) and adaptability (X2) on the industrial revolution 4.0 when tested simultaneously. The findings reveal that both independence and adaptability substantially influence the industrial revolution 4.0. This study contributes to the existing literature by shedding light on the relationship between independence, adaptability, and the impact of the industrial revolution 4.0 on business actors. The findings provide valuable insights for policymakers, MSMEs, and stakeholders in Balikpapan City in navigating and harnessing the opportunities brought by the industrial revolution 4.0.]]>
<![CDATA[Driving Decisions: The Impact of Environmental Factors, Brand Image, and Product Quality ]]>
<![CDATA[Aditya Halim Perdana Kusuma Putra]]>
<![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.v3i2.346
<![CDATA[This study aims to explore the effects of Environmental Factors, Brand Image, and Product Quality on the Purchase Decisions of Yamaha Fazzio motorcycles in Makassar City. Utilizing a questionnaire-based survey, data were collected from Yamaha Fazzio motorcycle consumers in Makassar City. The research employs multiple regression analysis as its methodological framework, with the questionnaire serving as the primary data collection tool. The population of this study encompasses Yamaha Fazzio motorcycle consumers in Makassar City, with the sample drawn using the Slovin's formula. The findings indicate that, based on partial tests, Environmental Factors, Brand Image, Product Quality, and Consumer Decisions have a positive and significant impact. Moreover, the results from the simultaneous tests reveal that Environmental Factors, Brand Image, and Product Quality collectively exert a significant and positive influence on Consumer Decisions.]]>
<![CDATA[Exploring Consumer Psychology in Marketing Management: A Strategic Perspective through Descriptive Inquiry and Literature Review ]]>
<![CDATA[Fitriani Mandung]]>;
<![CDATA[S. Sahari]]>;
<![CDATA[Sitti Rahmi Razak]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v4i1.401
<![CDATA[This study delves into the intricate dynamics of consumer psychology within the realm of marketing management, aiming to provide valuable insights for marketers and researchers alike. Employing a descriptive inquiry methodology, the research explores various factors influencing consumer behavior, including internal determinants, cognitive processes, and external influences. Through a systematic literature review and thematic analysis, the study elucidates the critical role of brand equity in driving consumer choice and purchase behavior. Additionally, the research highlights the significance of pricing strategies, cognitive biases, and impulse buying behavior in shaping consumer preferences and decisions. The findings underscore the importance of understanding the interplay between situational cues, mood states, and individual traits in driving impulse purchases, offering actionable insights for marketers seeking to capitalize on spontaneous buying opportunities. Moreover, the study identifies emerging trends such as the influence of social media, cultural values, and experiential marketing on consumer behavior, paving the way for further research in this dynamic field. Overall, this research contributes to the ongoing discourse on consumer psychology and offers practical implications for marketers aiming to enhance brand engagement, foster customer loyalty, and drive sustainable business growth.]]>
<![CDATA[Understanding Consumer Behavior in Marketing Management: A Descriptive Study and Review of Literature ]]>
<![CDATA[Suca Rusdian]]>;
<![CDATA[Jajang Sugiat]]>;
<![CDATA[Yusuf Tojiri]]>
<![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.v4i2.416
<![CDATA[This research aims to explore the multifaceted nature of consumer behavior in marketing management by synthesizing literature on individual characteristics, social influences, cultural factors, and technological advancements. The study employs a comprehensive review methodology to analyze existing research findings and identify key insights into consumer decision-making processes and preferences. Drawing from diverse disciplines such as psychology, sociology, and marketing, the research investigates the interplay between individual traits, social dynamics, cultural norms, and technological innovations in shaping consumer behavior patterns. Methodologically, the study utilizes a systematic literature review approach to collate and analyze relevant literature, identifying common themes, theoretical frameworks, and empirical findings. The results of the research reveal the significant impact of individual characteristics, such as personality traits and values, on consumer preferences and purchasing behaviors. Moreover, social influences, including social identity theory and reference groups, emerge as critical determinants of consumer decision-making processes. Cultural factors, as elucidated by Hofstede's cultural dimensions theory, play a pivotal role in shaping consumer attitudes and behaviors across diverse cultural contexts. Additionally, technological advancements, particularly in social media and artificial intelligence, have transformed consumer behavior patterns, creating new opportunities and challenges for marketers. The findings underscore the importance of understanding the complex interactions between individual, social, cultural, and technological factors in designing effective marketing strategies.]]>
