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[Empowerment of Digital Marketing and Women's Role in Rural Economic Development : A Case Study in Nglinggi Village, Klaten, Central Java, Indonesia ]]>
<![CDATA[Solikhah Yuliatiningtyas]]>;
<![CDATA[Syaharani A. Putrian]]>;
<![CDATA[Tyan A. Ramadiansyah]]>
<![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.v4i2.432
<![CDATA[This study investigates the impact of digital marketing training on rural economic development and women's empowerment in Nglinggi Village, Klaten, Central Java. Conducted over two years, the research engaged 25 participants from various backgrounds, utilizing interviews and observations. Drawing from Marketing and Women's Empowerment theories, the study explores how digital marketing interventions drive economic participation and reshape power dynamics. Results show improved digital literacy and business capacity, empowering women in economic activities. E-commerce integration expands market access, fostering local economic growth amidst COVID-19 challenges. The program fosters community collaboration and women's leadership, challenging gender norms. This research highlights digital marketing's transformative potential in rural development and gender empowerment.]]>
<![CDATA[Integrating Total Quality Management with Strategic, Operational, and Human Resource Management: A Qualitative Exploration of Synergies for Enhanced Organizational Performance ]]>
<![CDATA[Syamsul Alam]]>;
<![CDATA[Edy Jumady]]>;
<![CDATA[Yana Fajriah]]>;
<![CDATA[Ardiansyah Halim]]>;
<![CDATA[Sukarno Hatta]]>
<![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.v4i2.439
<![CDATA[This research explores the integration of Total Quality Management (TQM) with strategic, operational, and human resource management practices. Employing a qualitative approach, it conducts a systematic review and synthesis of existing literature to understand this integration and its implications for organizational performance comprehensively. The research design thoroughly examines scholarly literature using academic databases and inclusion criteria to select relevant studies. Data analysis employs thematic analysis to identify recurring themes, patterns, and relationships across the literature. Findings reveal the significance of strategic alignment in maximizing the effectiveness of TQM initiatives, driving operational efficiency, and fostering employee engagement. Challenges such as resistance to change, cultural barriers, and resource constraints are also identified, underscoring the complexity of TQM integration. The research highlights the need for theoretical advancements and managerial practices to overcome challenges and leverage opportunities for achieving sustainable competitive advantage. The integration of TQM with strategic, operational, and human resource management practices offers organizations a holistic approach to enhance organizational performance and achieve excellence in quality management.]]>
<![CDATA[Optimizing Marketing Strategies and Expenses in Medical Schemes, South Africa: Challenges and Solutions ]]>
<![CDATA[Michael Mncedisi Willie]]>
<![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.v4i2.445
<![CDATA[Marketing strategies and expenses are crucial for businesses' success and growth in today's dynamic marketplace. This paper explores the importance of targeted marketing efforts aimed at specific audiences and delivering high-quality products at competitive prices. However, challenges persist in the medical scheme sector, where transparency and specificity in marketing expenses are lacking, hindering the assessment of their value to customers. Despite acknowledging various reasons for stagnant membership, including affordability and entry barriers, notable increases in marketing expenses within medical schemes have complicated the situation. Poor marketing strategies have been associated with organizational underperformance, particularly within medical schemes with disproportionately high marketing expenses, often leading to failure due to governance shortcomings. Moving forward, prioritizing the development of strong brand identities, clear messaging, and effective customer engagement strategies is essential for insurance companies to thrive in a competitive market. Additionally, future research should explore innovative approaches to optimize marketing investments, enhance consumer value, and increase membership in medical schemes.]]>
<![CDATA[The Effect of Brand Image, Price and Product Quality on Purchasing Decisions for Iphone Products ]]>
<![CDATA[Sari, Indah Mutiara]]>;
<![CDATA[Asral, A.]]>
<![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.v5i1.454
<![CDATA[This study is designed to examine the impact of Brand Image, Price, and Product Quality on Purchasing Decisions for iPhone products, especially in competition with other brands. The increasingly competitive condition of the cellphone market, especially with the emergence of iPhone products as a basic necessity in an ever-growing era, also affects the company's strategy for maintaining its position in the market. In addition, this study also aims to identify the most dominant factor influencing the purchase decision of iPhone products between Brand Image, Price, or Product Quality. The survey method was chosen to collect information from 96 respondents of potential iPhone product users at Universitas Pelita Bangsa, specifically from the class of 2020 students at the Faculty of Economics, Business Management Study Program. In this research, the approach applied is quantitative, using questionnaires and literature studies as data collection techniques. Data analysis was carried out through several methods, including validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. Based on the t-test results, a calculated t-value of 2.861 with a significance level of 0.005 was obtained, indicating acceptance of the initial hypothesis. This confirms the significant and positive effect of brand image on purchasing decisions. The t-test results on the price variable produced a t-value of 8.009 with a significance level of 0.00, which indicates that the second hypothesis is accepted. This shows that price partially has a positive and significant influence on purchasing decisions. Meanwhile, the product quality variable obtained from the t-test results shows a calculated t-value of 2.022 with a significance of 0.046, stating the acceptance of the third hypothesis and indicating a positive and significant effect of product quality on purchasing decisions. Based on these findings, it can be concluded that 81.5% of purchasing decisions are influenced by a combination of brand image, price, and product quality variables, while the other 18.5% are influenced by other variables not examined in this study.]]>
<![CDATA[Psychological Insights in Marketing Management Strategy: A Qualitative Exploration and Literature Review ]]>
<![CDATA[Aditya Halim Perdana Kusuma Putra]]>;
<![CDATA[Aylee Christine Alamsyah Sheyoputri]]>
<![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.v4i1.466
<![CDATA[This qualitative literature review investigates the integration of psychological insights into marketing management strategy. The research aims to explore the role of emotions, brand personality, social factors, and cognitive processes in shaping consumer behavior and influencing marketing practices. A comprehensive methodology involving systematic literature review and qualitative data analysis is employed. Data collection is conducted through academic databases and relevant sources, employing predefined inclusion and exclusion criteria. The analysis entails coding, categorizing, and synthesizing information to identify emergent themes and patterns. The findings reveal the pivotal role of emotions in consumer decision-making, the significance of brand personality in consumer perceptions, the influence of social factors on consumer behavior, and the prevalence of cognitive processes in decision-making. Emotional engagement, brand storytelling, and leveraging social influence emerge as key strategies for marketers, while understanding cognitive biases informs effective marketing tactics. The study provides valuable insights for marketing management strategy, emphasizing the importance of integrating psychological insights into marketing practices to create meaningful connections with consumers and drive business success.]]>
<![CDATA[Sustainability Analysis of Carocok Painan Beach Area Management in Pesisir Selatan Regency ]]>
<![CDATA[Ricki Gushendrio]]>;
<![CDATA[Umar Mansyur]]>;
<![CDATA[M. Mujio]]>
<![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.v4i2.473
<![CDATA[The Carocok Beach tourist area has tourism potential that can be developed because it is located on the coast and is easily accessible and close to the center of Painan city. This tourist area needs to consider its sustainability so that the next generation can enjoy it. The aim of this research is to analyze the sustainability status of the Carocok Painan Beach Area. The research method is qualitative and quantitative with the Multidimensional Scaling (MDS) analysis technique with the Rapid Appraisal Index Rap-fish modified into Rap-ecotourism. The sustainability status of the Carocok Painan Beach tourist area is included in the quite sustainable category with an average index value of 57.37. The index values for the 5 dimensions are the ecological dimension quite sustainable (56.16), the economic dimension quite sustainable (51.29), the social dimension quite sustainable (54.63), the infrastructure dimension quite sustainable (63.01), and the laws and institutions are quite sustainable (61.76).]]>
<![CDATA[Strategic Marketing Management: Unveiling Consumer Psychology through Qualitative Analysis and Literature Review ]]>
<![CDATA[B. Bungatang]]>;
<![CDATA[Edy Jumady]]>;
<![CDATA[Firman Ali]]>;
<![CDATA[Ramlan Natsir]]>
<![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.v4i2.482
<![CDATA[The purpose of this qualitative research study is to explore consumer psychology and its implications for strategic marketing management. Grounded in the grounded theory methodology, the study aims to delve into the multifaceted nature of consumer decision-making processes, the influence of emotions on brand perception, the role of social media in shaping consumer behavior, and the significance of brand identity and differentiation in the competitive marketplace. The research methodology involves a comprehensive review of existing literature related to consumer psychology and strategic marketing management, encompassing scholarly articles, books, and reports. Data analysis procedures include systematic coding, categorization, and interpretation of qualitative data extracted from the literature. The key findings of the study underscore the intricate interplay of factors influencing consumer behavior, including attitudes, emotions, social norms, and perceived behavioral control. Emotions emerge as a crucial determinant of brand perception, with positive emotional experiences fostering brand loyalty and negative emotions undermining consumer trust. Social media platforms play a pivotal role in shaping brand perceptions and purchase decisions, while brand identity serves as a strategic asset for differentiation and market positioning. The study contributes to a deeper understanding of consumer psychology and provides insights for marketers to develop targeted and effective marketing strategies that resonate with consumers' motivations and preferences.]]>
<![CDATA[Digital Advertising Trends and Effectiveness in the Modern Era: A Systematic Literature Review ]]>
<![CDATA[Prihatiningsih, Titin]]>;
<![CDATA[Panudju, Redi]]>;
<![CDATA[Prasetyo, Iwan Joko]]>
<![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.v5i1.505
<![CDATA[This research aims to understand the latest trends in digital advertising and measure the effectiveness of video content and social media in increasing engagement, conversion, brand awareness, and customer loyalty. This research utilizes a quantitative study design with a cross-sectional survey to collect data from social media-active consumers exposed to video advertisements. Data analysis used descriptive and inferential statistical techniques to test the relationship between these variables. The findings showed that video content is highly effective in attracting attention and maintaining consumer interest longer than text or static images. The video also allows for more complex and emotional messaging. Social media facilitates two-way interaction between brands and consumers, strengthening relationships and increasing customer loyalty. Integrating video content with social media platforms such as YouTube, Facebook, Instagram, and TikTok significantly increases engagement and conversion. Personalization of ads through artificial intelligence (AI) technology has also been shown to increase campaign relevance and effectiveness. This research contributes to the digital advertising literature by demonstrating the importance of integrating video and social media content and using AI technology for personalization. The findings offer practical guidance for advertisers to improve the effectiveness of their campaigns. However, this study has limitations in sample coverage and quantitative analysis focus. Future research should expand the sample and incorporate qualitative approaches to gain more comprehensive insights.]]>
<![CDATA[Analysis of The Factors of Competitive Advantage of Women SME Actor: Empirical Study From Limo Sub-District, Depok City, Indonesia ]]>
<![CDATA[Nobelson, N.]]>;
<![CDATA[Yuliniar, Y.]]>
<![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.v5i1.552
<![CDATA[The development of the SME sector plays a vital role in the Indonesian economy, contributing significantly to gross domestic product, employment, and exports. Despite the complex challenges, attention to women's SMEs is increasing in the Limo District, Depok City. This quantitative research uses the factor analysis method to analyze the competitive advantage factors of women SME actors with a sample of 100 persons. This study identifies and analyzes the application of competitive advantage factors that support the performance of women SMEs. The results show that women SMEs can adapt and innovate despite capital and knowledge limitations. The implications of this research guide for the government and related institutions to formulate strategies to improve the performance and contribution of women SMEs in sustainable economic development in the region.]]>
<![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.]]>
