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[Analysis of Marketing Strategies and Prices in Increasing Sales ]]>
<![CDATA[Huriasyahra, H.]]>;
<![CDATA[Ramli, R.]]>;
<![CDATA[Hajjad, Mu’fidatul Nurul]]>
<![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.v4i2.1162
<![CDATA[This study aims to determine the marketing strategy for increasing sales at Toko Naya Shop Mamuju. The research employs qualitative methods, with data collected through observation and interviews. The study was conducted at Toko Naya Shop Mamuju, where the shop's owner was the research informant. The interview data were analyzed using SWOT analysis. The results indicate that Toko Naya Shop Mamuju has the following internal factors: four strengths with a total score of 1.05 and four weaknesses with a total score of 1.2. As for external factors, the shop has four opportunities with a total score of 1.03 and four threats with a total score of 0.96. Based on this analysis, Toko Naya Shop Mamuju is positioned in quadrant III, suggesting that the appropriate strategy to adopt is the Turnaround Strategy, a defensive strategy. Although the shop is in a weak position, it has significant opportunities. Therefore, Toko Naya Shop should revise its previous strategy and adopt a new one that aligns with the existing opportunities. The alternative strategies that Toko Naya Shop can implement to increase sales include Increasing business capital to provide fashion products that align with the community's needs, particularly in Mamuju City. Leveraging the development of information technology and using social media as a promotional tool to reach a wider audience and attract potential customers.Increasing the availability of clothing stock to meet the ever-growing fashion demands of the community.Offering wholesale services that reflect current fashion trends.]]>
<![CDATA[The Effect of Service Quality and Product Diversity on Customer Loyalty ]]>
<![CDATA[Jefri, J.]]>;
<![CDATA[Junaeda, J.]]>;
<![CDATA[Suharlina, S.]]>
<![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.v4i2.1163
<![CDATA[This study aims to determine the effect of Service Quality and Product Diversity on Customer Loyalty at TPC Raja Wallpaper in Mamuju Regency. The research method employed is quantitative, using primary data collected through questionnaires. The respondents in this study were all customers who made purchases at TPC Raja Wallpaper in Mamuju Regency. The sampling technique used was accidental sampling, with a sample size of 30 respondents. The analysis in this study utilizes multiple linear regression, validity testing, reliability testing, t-tests, and F-tests. The results indicate that both Service Quality and Product Diversity have a positive and significant partial effect on Customer Loyalty at TPC Raja Wallpaper in Mamuju Regency. Additionally, Service Quality and Product Diversity simultaneously significantly impact Customer Loyalty at TPC Raja Wallpaper in Mamuju Regency.]]>
<![CDATA[Exploring Collaboration and Partnerships: A Qualitative Study on Strategic Alliances and Business Networking for Value Creation ]]>
<![CDATA[Mariam, Siti]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1170
<![CDATA[This study investigates the dynamics, challenges, and opportunities in strategic alliances, business networking, and value-creation strategies in contemporary business environments. The research explores collaborative endeavors' motivations, mechanisms, and outcomes, drawing on insights from qualitative literature reviews and theoretical frameworks. The methodology involves a comprehensive selection of scholarly sources, systematic data collection methods, and rigorous data analysis techniques. Through thematic analysis and interpretation of existing literature, the study identifies key themes such as motivations for strategic alliances, mechanisms for value creation, and challenges in collaborative relationships. The findings reveal that strategic alliances are driven by traditional factors such as resource access and risk sharing and emerging trends like digitalization, globalization, and sustainability. Business networking is crucial in information exchange, resource access, and opportunity identification facilitated by digital platforms and online communities. Value creation in collaborative endeavors requires effective coordination, alignment of interests, and trust-building mechanisms among participating parties. The study contributes to understanding collaboration and networking dynamics, offering insights for practitioners and policymakers to foster successful partnerships and drive innovation and sustainable growth.]]>
<![CDATA[The Effect of Absorptive Capacity on Supply Chain Innovation Performance Through Supply Chain Agility in Manufacturing Companies in Bogor, Indonesia ]]>
<![CDATA[Dewanti, Sabrina Ayu]]>;
<![CDATA[Santosa, Wahyuningsih]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.983
<![CDATA[This study examines the impact of absorptive capacity on supply chain innovation performance through supply chain agility in a manufacturing company in Bogor. Employing a quantitative approach, data were collected from 216 respondents via questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that absorptive capacity positively influences supply chain agility (p-value = 0.000) but does not directly affect supply chain innovation performance (p-value = 0.318). Furthermore, supply chain agility also does not significantly affect innovation performance (p-value = 0.292). The study concludes that enhancing absorptive capacity can improve supply chain agility but does not necessarily translate into improved innovation performance. To address this, the company is advised to strengthen interdepartmental communication and optimize knowledge utilization in decision-making to enhance agility and innovation within the supply chain.]]>
<![CDATA[Exploring the Impact of Entrepreneurial and Market Orientation on Marketing Performance: The Mediating Role of Product Innovation in Rattan Craftsmanship ]]>
<![CDATA[Syuhud, Fikrotus]]>;
<![CDATA[Komariyatin, Nurul]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1005
<![CDATA[This study investigates the impact of entrepreneurial and market orientation on marketing performance, with product innovation as a mediating factor among rattan artisans in Jepara. Employing a quantitative approach, the research utilizes Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS 0.4. Data were gathered via questionnaires and interviews with 155 artisans, selected using the Slovin formula and purposive sampling. The findings indicate that product innovation significantly enhances the influence of entrepreneurial and market orientation on marketing performance. While entrepreneurial orientation alone does not directly improve marketing performance, its effect becomes significant when mediated by product innovation. In contrast, market orientation positively affects marketing performance both directly and indirectly. These results underscore the critical role of product innovation in aligning entrepreneurial strategies with market demands, highlighting its importance in enhancing marketing outcomes.]]>
<![CDATA[Effect Destination Image of Revisit Intention Through Memorable Tourist Experience and Tourist Satisfaction in Destination Karimunjawa, Indonesia ]]>
<![CDATA[Anggraini, Filda]]>;
<![CDATA[Komaryatin, Nurul]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1014
<![CDATA[This study aims to analyze the influence of Destination Image on Revisit Intention, with Memorable Tourist Experience and Tourist Satisfaction as mediating variables in the Karimunjawa Island destination. A quantitative approach was employed, collecting data through online questionnaires distributed to 192 respondents. The data was analyzed using a structural model through the SmartPLS 4.0 application. The results indicate that Destination Image has a positive and significant effect on Memorable Tourist Experience (coefficient 0.840, p < 0.05) and Tourist Satisfaction (coefficient 0.828, p < 0.05). Moreover, Tourist Satisfaction fully mediates the relationship between Destination Image and Revisit Intention (coefficient 0.701, p < 0.05), while Memorable Tourist Experience does not have a significant effect on Revisit Intention (coefficient -0.231, p > 0.05). Based on these findings, the study concludes that destination managers should focus on strengthening the destination image and enhancing tourist satisfaction to increase revisit intention in Karimunjawa.]]>
<![CDATA[The Influence of Consumer Perception and Promotion on Purchase Intention Through Perceived Value: A Case Study of Depok Campus Students on a Premium FMCG Brand ]]>
<![CDATA[Tristanto, Sigit Heri]]>;
<![CDATA[Iswati, Heni]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.1141
<![CDATA[This research aims to analyze the influence of consumer perception and promotion on purchase intention through perceived value. The case study focuses on the Depok campus community regarding the premium brand PT. SCM, how do consumer perception and promotion influence purchase intention directly and through perceived value? The method used in this research is causal associative using a quantitative approach. The population in this study is the entire Depok campus community of 106 respondents. Data were collected using a Likert scale questionnaire, and validity, reliability, and hypothesis testing were conducted using SmartPLS 4.0 software. The results of this study indicate that consumer perception has a positive and significant effect on purchase intention, promotion does not have a positive and significant effect on purchase intention, consumer perception has a positive and significant effect on perceived value, promotion has a positive and significant effect on perceived value, and consumer perception has a positive and significant effect on purchase intention through perceived value. Promotion has a positive and significant effect on purchase intention through perceived value. This means that hypothesis testing in this study can significantly influence the dependent variable on the independent variable through the intervening variable.]]>
<![CDATA[Marketing Strategies in Maintaining IM3 Product Customer Loyalty ]]>
<![CDATA[Yuda, Mulfi Sandi]]>;
<![CDATA[Yulianti , Elis]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.930
<![CDATA[This study analyzed the marketing strategies for maintaining customer loyalty for IM3 Sukabumi products. A qualitative research method was employed, using interview techniques with five participants. The researcher served as the primary instrument for data collection. To ensure the quality of the data, validation and consistency tests of informant statements were carried out using triangulation techniques. Data analysis was conducted through descriptive analysis, which involved reviewing and synthesizing the research findings. IM3's marketing strategy, based on the 4Ps marketing mix, was adopted and further developed by PT. Maju-Maju Jaya Sukabumi. This strategy, including online marketing across various social media platforms and conventional direct marketing, has been highly effective and appealing to customers. As a result, it has proven successful in maintaining and increasing customer loyalty. This research uses a qualitative approach, and triangulation techniques were applied to validate the consistency and accuracy of the informants' statements. The study focuses on a single product from one company. Future research on similar topics should involve a larger sample size or a broader scope, potentially utilizing a quantitative approach, to provide more comparative results.]]>
<![CDATA[The Influence of Brand Image on Purchasing Decision of Le Minerale Bottled Water among Adolescents in Surakarta: A Psychological Perspective ]]>
<![CDATA[Mashlihah, Yunda Hidayati]]>;
<![CDATA[Hapsari, Maharani Tyas Budi]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.971
<![CDATA[This study aims to determine how much influence the brand image instilled by AMDK-branded Le Minerale has on purchasing decisions among teenagers in Surakarta City. This study uses a quantitative survey approach via Google with a purposive sampling technique. This study was conducted on teenagers in Surakarta City aged 20-29 years, who are potential and actual consumers of the AMDK brand Le Minerale, with a sample of 112 respondents consisting of 43 men and 69 women using the Joseph Hair formula. The data analysis techniques used are validity testing, reliability testing, normality testing, simple linear regression analysis, and hypothesis testing. The data was processed with the help of the IBM SPSS statistical application version 27.0. Based on the results of the t-test, the t-count value was obtained as 3.698 with a significance value of 0.000 less than 0.05 (0.000 <0.05), indicating that the initial hypothesis was accepted. The results of the simple linear regression equation show Y = 35.304 + 329X, meaning that the direction of the influence is positive or in the same direction. If the brand image variable (X) increases by 1, then the purchasing decision variable (Y) also increases by 0.329 plus a constant, and vice versa. This confirms the significant and positive influence of brand image on the purchasing decision of Le Minerale branded AMDK on teenagers in Surakarta City. Based on these findings, it can be concluded that 11.1% of purchasing decisions are influenced by brand image. This theory uses consumer psychology to understand how brand image influences the purchasing decision process in teenagers, with psychological aspects such as perception, motivation, learning, and emotions playing an important role in the study.]]>
<![CDATA[The Effect of Product Quality, Price, And Promotion on Consumer Satisfaction at SKJ Garage Bandar Lampung ]]>
<![CDATA[Wijaya, Kenny]]>;
<![CDATA[Ni Putu Widhia Rahayu]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v5i2.985
<![CDATA[This study aims to investigate and analyze consumer satisfaction at SKJ Garage, which is influenced by independent variables, namely product quality as X1, price as X2, and promotion as X3, both partially and simultaneously. The methodology used is quantitative research. There are 144 SKJ Garage consumers in 2023. Slovin is a calculation used to determine the sample in this study, and 106 respondents were found to be in the sample. The questionnaire in the form of a Form or online is the primary data source in the study. Gform 30 respondents, showed a validity test and a reliability test, and continued with multiple linear regression testing on SPSS 25, for all answers of the research sample. The results of this study, namely, consumer satisfaction at SKJ Garage, showed that it was influenced by independent variables, namely product quality as X1, price as X2, and promotion as X3, both partially and simultaneously.]]>
