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
168 Documents
<![CDATA[Understanding Global Market Development Strategies: A Qualitative Inquiry into Business, Public Administration Strategy Adaptation and International Supply Chain Management in the Globalization Era ]]>
<![CDATA[Tunggul Prasodjo]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 3 No. 2 (2023): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v3i2.726
<![CDATA[This research provides a comprehensive exploration of global market development strategies, business strategy adaptation, and international supply chain management in the globalization era. The study aims to understand the complex interplay of factors shaping contemporary business practices and to derive insights for enhancing competitiveness in international markets. The research adopts a qualitative inquiry approach, synthesizing existing literature and scholarly perspectives to analyze the phenomena under investigation. Through a thorough review of relevant literature, the study identifies key themes and theoretical frameworks, providing a nuanced understanding of global business dynamics. The findings highlight the diverse strategies employed by firms to navigate international markets, adapt to changing business environments, and manage global supply chain networks effectively. Insights gleaned from the research underscore the importance of strategic adaptation, dynamic capabilities, and collaboration in driving business success in the global marketplace. Moreover, the study elucidates the significance of supply chain resilience, agility, and digitalization in mitigating risks and capitalizing on opportunities in an interconnected world. The implications of the research extend to both theoretical and managerial domains, informing evidence-based strategies for sustainable growth and competitiveness in the globalization era.]]>
<![CDATA[Customer Service Strategies for Building Loyalty and Satisfaction at The Heights Sky Lounge ]]>
<![CDATA[Amirullah, Faizal]]>;
<![CDATA[Wijoyo, Tuwuh Adhistyo]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.737
<![CDATA[This research examines the influence of customer service practices on improving visitor loyalty and satisfaction at The Heights Sky Lounge. The study utilizes a qualitative research methodology to investigate the influential aspects of customer experiences. This is achieved via the use of in-depth interviews, focus groups, observational research, and document analysis. The results indicate that providing tailored service, comprehensive staff training, meticulous attention to detail, and strong feedback systems are essential for enhancing customer happiness and cultivating loyalty. Customized interactions and individualized suggestions greatly improve the eating experience, while proficient personnel guarantee constant and top-notch service. The careful consideration of the physical setting and eating mood enhances the whole experience, making it more memorable. Moreover, the proficient use of client input enables ongoing improvement and adjustment to changing tastes. While the present service procedures generally meet consumer expectations, there are areas where improvements may be made in terms of providing consistent customized care and being adaptable to individual demands. This study offers useful insights for improving customer service tactics to enhance loyalty and achieve long-term success in the highly competitive premium dining industry.]]>
<![CDATA[Iqra Plus Partner Product Development Strategy in Determining the Orientation of Sharia Life Insurance Market Segmentation ]]>
<![CDATA[Eka Putri Simanjuntak, Febrina]]>;
<![CDATA[Anggraini, Tuti]]>;
<![CDATA[Syarbaini, Ahmad Muhaisin B]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.758
<![CDATA[Mitra Iqra Plus is one of the products owned by PT. Asuransi Jiwa Syariah Bumiputera, Medan Branch, which aims to help fund children's education. The purpose of this study was to determine the development strategy of Mitra Iqra Plus in the orientation of insurance market segmentation at PT. Asuransi Jiwa Syariah Bumiputera, Medan Branch. This type of research uses qualitative research. Data collection techniques include interviews, observations, and documentation. The results of the study indicate that PT Asuransi Jiwa Syariah Bumiputera, Medan Branch is in accordance with sharia elements, namely it does not contain maysir (gambling), gharar (uncertainty), haram, usury, and bathil. The contracts used at Mitra Iqra Plus are Tabarru contracts, Wakalah bil ujrah contracts, and Mudharabah contracts. The marketing strategy chosen is to use a traditional marketing channel strategy through agents. The goal is to provide the best service and satisfaction to prospective customers.]]>
<![CDATA[Harnessing Digital Intelligence: Enhancing Effectiveness in Digital Marketing ]]>
<![CDATA[Sugiharto, Bambang]]>;
<![CDATA[Harkim, H.]]>;
<![CDATA[Hiya, Nirmadarningsih]]>;
<![CDATA[Simanungkalit, Rejekia Vaizal]]>;
<![CDATA[Andriani, Maya]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.770
<![CDATA[This qualitative study explores the dynamics of digital entrepreneurship and marketing, aiming to provide insights into the multifaceted nature of the digital economy. Employing a systematic literature review and thematic analysis methodology, the research delves into the role of platform-based business models, digital marketing strategies, and emerging trends within the digital landscape. The study reveals that platform ecosystems play a pivotal role in driving value creation and innovation, serving as catalysts for entrepreneurship by providing essential infrastructure and opportunities for value exchange. Additionally, it emphasizes the significance of data-driven decision-making and marketing analytics in optimizing digital marketing strategies, enabling businesses to deliver personalized experiences and drive engagement across multiple channels. Key findings include the transformative implications of platform-based business models for various stakeholders, the importance of user-centric design principles in enhancing customer experiences, and the challenges posed by regulatory compliance and technological integration. The study contributes to theoretical understanding by elucidating the complexities of digital entrepreneurship and marketing, while also offering practical implications for entrepreneurs to navigate the competitive digital marketplace successfully.]]>
<![CDATA[The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective ]]>
<![CDATA[Mandung, Fitriani]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.782
<![CDATA[This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.]]>
<![CDATA[The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises: Empirical Study in Kampar Regency, Indonesia ]]>
<![CDATA[Irfandi, Nazmul]]>;
<![CDATA[Halim, Edyanus Herman]]>;
<![CDATA[Wijayanto, Gatot]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.784
<![CDATA[In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.]]>
<![CDATA[The Continuance Usage Intention of E-Government Services Based on Technology Continuance Theory ]]>
<![CDATA[Hunneman, Taufan]]>;
<![CDATA[Napitupulu, Darmawan]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.854
<![CDATA[The growing adoption of e-Government services, such as Satu Data Indonesia (SDI), requires a deeper understanding of factors that influence the long-term usage of these services. This study aims to explore the continuance usage intention of e-Government services by applying Technology Continuance Theory (TCT). The research examines the roles of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Satisfaction (SAT), and Attitude (ATT) in driving the sustained use of SDI. Data were collected through an online survey involving 175 respondents who have used the SDI platform. The findings reveal that while PU significantly influences both satisfaction and attitude, PEOU only affects PU and does not directly influence attitude. Furthermore, ATT is the strongest predictor of continuance intention (CI), with SAT indirectly influencing continuance intention through ATT. These results suggest that user retention depends more on developing positive attitudes through satisfying experiences rather than solely focusing on system usability or usefulness. The study provides valuable insights for policymakers and service developers to enhance e-Government services for sustained user engagement.]]>
<![CDATA[The Influence of TikTok Affiliate Digital Marketing Strategy on Generation Z Purchase Intentions in Jakarta, Indonesia ]]>
<![CDATA[Azmi, Nurul]]>;
<![CDATA[Afriyani, Tri]]>;
<![CDATA[Kurniaty, Dewi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.891
<![CDATA[This study aims to examine the influence of TikTok affiliate digital marketing strategies on the purchase intentions of Generation Z in Jakarta. To examine purchase intentions through TikTok affiliate marketing among Generation Z in Jakarta, variables such as perceived usefulness, trust, promotion, consumer feedback, and social impact were utilized. A quantitative method was employed by distributing questionnaires, and the data were examined using multiple linear regression analysis. The results indicate that social impact and consumer feedback have a positive and significant influence on purchase intentions. The implications of this research suggest that to enhance the purchase intentions of Generation Z in Jakarta, businesses and affiliate partners need to focus on consumer feedback or positive reviews from previous customers. Furthermore, Generation Z tends to place greater trust in recommendations from close connections such as friends, family, and relatives. To boost the purchase intentions of Generation Z in Jakarta, affiliate partners can create content highlighting positive customer reviews or businesses can collaborate with micro-influencers to build closer connections with the target audience.]]>
<![CDATA[Understanding the Dynamics of Collaboration and Partnerships: A Qualitative Inquiry into Enhancing Competitiveness through Strategic Alliances and Business Networks ]]>
<![CDATA[Syaifuddin, S.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.66
<![CDATA[This study aims to explore collaboration dynamics and partnerships within contemporary business landscapes, focusing on their significance in enhancing organizational competitiveness. The research employs a qualitative inquiry methodology, drawing on a comprehensive review of existing literature to develop a nuanced understanding of collaborative endeavors. The methodology involves defining the scope and objectives of the study, conducting a thorough literature search, collecting relevant data, and analyzing the findings. The results of the study highlight strategic motivations as primary drivers for organizations to engage in collaborative arrangements, emphasizing the importance of market expansion, technological innovation, and risk reduction. Furthermore, the study delves into the multifaceted nature of collaboration dynamics, examining the role of trust, reciprocity, and governance mechanisms in fostering cooperation among partners. The findings underscore the significance of integrating contractual and relational governance mechanisms to enhance the effectiveness and sustainability of collaborative arrangements. Additionally, the study emphasizes the need for a comprehensive assessment of performance outcomes, encompassing financial, strategic, and relational dimensions. Overall, the research contributes to theoretical advancements in strategic management and collaboration studies, offering insights into the mechanisms driving collaboration dynamics and outcomes in contemporary business environments.]]>
<![CDATA[Powering Brand Success: The Impact of Firm-Created and User-Generated Content on Equity, Attitude, and Purchase Intentions ]]>
<![CDATA[Soekotjo, Sundari]]>;
<![CDATA[Lestari, Setyani Dwi]]>;
<![CDATA[Hendrawan, Koen]]>;
<![CDATA[Brabo, Nora Andira]]>;
<![CDATA[Iswati, Heni]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52970/grmapb.v5i1.81
<![CDATA[This study aims to analyze the impact of Firm Created Content (FCC) and User Generated Content (UGC) on brand equity and purchase intention of Grab-and-Go coffee brand. In today's digital era, content generated by both companies and users plays a critical role in shaping consumer perceptions of brands. FCC refers to all content created by companies to promote their products and services, while UGC is content created by consumers that reflects their experiences with a product. This research employs a quantitative method using an online survey involving 300 respondents who are consumers of Grab-and-Go coffee. The results of the study indicate that both FCC and UGC have a significant impact on brand equity. High-quality FCC can enhance brand awareness, perceived quality, and consumer loyalty. On the other hand, positive UGC can strengthen the emotional connection between consumers and the brand, as well as increase consumer trust. Furthermore, the study also finds that strong brand equity contributes to an increase in purchase intention. Data shows that 75% of respondents are more likely to purchase Grab-and-Go coffee products after being exposed to engaging content from both the company and users. Through this analysis, the study provides valuable insights for marketers in designing effective content strategies to enhance brand equity and drive purchase intention. The findings are expected to serve as a reference for other coffee companies in leveraging FCC and UGC to achieve a competitive advantage in an increasingly competitive market. The study also recommends that companies be more proactive in encouraging consumer participation in content creation and utilize social media platforms to enhance engagement with their audience.]]>
