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[Digitalization of Pipang Product Marketing for Increasing SME Sales ]]>
<![CDATA[Ilman, I.]]>;
<![CDATA[Ramlan , Pratiwi]]>;
<![CDATA[Sofyan , Wahyudi]]>;
<![CDATA[Razak , Muhammad Rais Rahmat]]>;
<![CDATA[Hardianti , H.]]>
<![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.v5i2.989
<![CDATA[This study focuses on pipe marketing to increase SME sales in Puncak Harapan Village, which lacks extensive marketing strategies and brands with significant selling value. It aims to leverage the potential of digital technology to expand opportunities for the growth and success of SME businesses in the current digital era. This study aims to analyze the appropriate digitalization of pipe marketing to enhance SME sales in Puncak Harapan Village, Enrekang Regency. The qualitative research method uses data analysis techniques with NVivo 12 Plus. Researchers will conduct in-depth interviews with informants to identify the most effective digital strategies for pipeline marketing. This study concludes that digitalizing product marketing in Puncak Harapan Village, Enrekang Regency, through platforms such as Shopee and Facebook, is crucial in increasing SME sales. Shopee is more effective by employing aggressive marketing tactics, while Facebook focuses on in-depth situational analysis to tailor strategies to consumer preferences. Effective marketing tactics and strategies on digital platforms significantly influence the success of SME product marketing. However, proper implementation and control are also essential to ensure the effectiveness of these strategies, particularly in response to market dynamics and consumer feedback.]]>
<![CDATA[The Implementation of Marketing Mix for SME ]]>
<![CDATA[Paundanan, Olfa Ningsi]]>;
<![CDATA[Sutomo, Maskuri]]>;
<![CDATA[Syarifuddin, Umar]]>;
<![CDATA[Asriadi, A.]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1061
<![CDATA[Small and Medium Industries (SMIs) in the food sector play an important role in Indonesia's economic growth, but still face significant challenges in maintaining competitiveness amid increasingly fierce market competition and changes in consumer behavior. This study aims to analyze the implementation of the marketing mix (product, price, promotion, and distribution) at Sekotak Dari Dapur Bu' Sarhan SMI in Palu City, which is known for its innovative fishball products. The research method used is descriptive qualitative with a case study approach, involving participatory observation, in-depth interviews, and documentation with the primary informants, the owner and employees. The results show that local fish-based product innovation, cost-based pricing, and promotion through social media are the main factors in building the uniqueness and competitiveness of this SME. However, digital audience engagement is still low, and product distribution is limited to certain areas, so more creative promotion strategies and logistics partnerships are needed to expand the market. This research confirms the importance of adaptive and innovative marketing mix management. It provides practical recommendations for food SMEs to improve competitiveness through product innovation, price optimization, strengthening digital promotion, and expanding distribution networks. The findings are expected to be a reference for developing sustainable food SME marketing strategies in the digital era.]]>
<![CDATA[The Effect of Influencer Popularity on Purchase Decisions Among Gen Z Consumers: Case Study of Scientific Skincare Products ]]>
<![CDATA[Fitriasari, Dessy]]>;
<![CDATA[Riyoko, Sisno]]>;
<![CDATA[Roosdhani, Mohamad Rifqy]]>
<![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.v5i2.1092
<![CDATA[The Influence of Influencer Popularity, Social Media Engagement, and Customer Trust on Purchase Decisions for Skintific Skincare Products Among Generation Z. This study aims to analyze the impact of Influencer Popularity, Social Media Engagement, and Customer Trust on the Purchase Decision of Skintific skincare products among Generation Z consumers. Using a quantitative approach with a survey method, data were collected from 190 respondents, with 162 valid responses analyzed using SmartPLS 4.0. The results indicate that Influencer Popularity positively and significantly impacts Social Media Engagement (coefficient = 0.755; p = 0.000) and Customer Trust (coefficient = 0.797; p = 0.000). However, its direct effect on Purchase Decision is insignificant (coefficient = -0.006; p = 0.962). In contrast, Customer Trust positively and significantly influences Purchase Decision (coefficient = 0.550; p = 0.000), as does Social Media Engagement (coefficient = 0.387; p = 0.001). Mediation testing reveals that Influencer Popularity indirectly influences Purchase Decision through Customer Trust (coefficient = 0.438; p = 0.000) and Social Media Engagement (coefficient = 0.292; p = 0.000). The R-Square values indicate a strong model fit, with: Purchase Decision (R² = 0.798), Customer Trust (R² = 0.635), and Social Media Engagement (R² = 0.570). These findings confirm that influencer popularity alone is insufficient to drive purchase decisions without the presence of customer trust and social media engagement. Therefore, Skintific's marketing strategy should focus on strengthening Customer Trust and enhancing Social Media Engagement to influence consumer purchase decisions effectively.]]>
<![CDATA[Evaluating the Effects of Artificial Intelligence and Digital Marketing on Consumer Behaviour: A Bibliometric Approach ]]>
<![CDATA[Srivastav, Saransh Kumar]]>;
<![CDATA[Habil, Mahima]]>;
<![CDATA[Thakur, Pooja]]>
<![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.v5i2.1124
<![CDATA[This study examines the evolution and emerging trends in consumer behavior by integrating Artificial Intelligence (AI), digital marketing, and consumer buying behavior through bibliometric analysis. Using data from the Web of Science (2014–2023), 645 articles were analyzed to identify publication trends, key themes, and leading contributors. Bibliometric indicators, including citation counts and keyword analysis, were visualized using VOSviewer. The analysis revealed six keyword clusters, highlighting key areas such as AI-driven data analytics, customer experience, and conversational AI. The findings provide valuable insights into how AI and digital marketing influence consumer behavior, offering directions for future research. The conclusion synthesizes the key findings and outlines potential research avenues at the intersection of AI, digital marketing, and consumer behavior. This study contributes to the field by providing a comprehensive bibliometric analysis, identifying major trends, influential authors, contributing countries, and dominant themes while suggesting areas for further exploration.]]>
<![CDATA[QRIS ShopeePay User Loyalty: The Role of Customer Satisfaction in Mediating Service Features and Brand Image ]]>
<![CDATA[Nadia, Fitria Ilma]]>;
<![CDATA[Firmansyah, Fani]]>
<![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.v5i2.1136
<![CDATA[Integrating technology into service features and branding strategies is key to maintaining customer loyalty and satisfaction in the digital era. This study aims to analyze the influence of service features and brand image on customer loyalty, mediated by customer satisfaction among Gen Z users of QRIS services in Malang City. Using a quantitative approach with a cross-sectional method, data collection was conducted through a survey of 112 respondents selected using purposive sampling. This study employs Partial Least Squares (PLS) 3.0 analysis to examine the relationships between variables. The findings indicate that service features positively and significantly affect customer loyalty. However, brand image does not have a substantial direct impact on customer loyalty. Both service features and brand image positively and significantly influence customer satisfaction. Furthermore, customer satisfaction significantly mediates the relationship between service features, brand image, and customer loyalty.]]>
<![CDATA[Marketing Strategy Analysis Using WhatsApp Social Media ]]>
<![CDATA[Badik, Muhammad]]>;
<![CDATA[Gerhani, Febrina]]>;
<![CDATA[Redjeki, Sri]]>
<![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.v5i2.1146
<![CDATA[This study aims to determine and identify marketing strategies using WhatsApp social media in selling Sevina Shop SME products and the effectiveness of using WhatsApp as a product marketing medium. This research uses a descriptive qualitative approach with data collection methods through observation, interviews, and documentation. Data analysis uses Miles and Huberman's data analysis, including data reduction, presentation, and conclusion drawing/verification. Data analysis is carried out by identifying patterns and central themes that describe the application of marketing strategies in using WhatsApp social media, and drawing conclusions based on the findings that have been analyzed. The results of this study show that applying marketing strategies using WhatsApp social media is very practical in helping the Sevina Shop SME find market opportunities, determine strategies in achieving target markets, identify market needs, determine product positions, foster consumer interest, and increase sales. The results of this study are expected to provide in-depth insight into the application of marketing strategies using WhatsApp social media in product sales. They can help SME develop effective marketing strategies to increase their business competitiveness.]]>
<![CDATA[The Effect of Product Innovation, Price, and Product Quality on Consumer Satisfaction with OMG Products ]]>
<![CDATA[Nasution, Pebriyana]]>;
<![CDATA[Maharani, Nabila Putri]]>
<![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.v5i2.1150
<![CDATA[The cosmetics industry in Indonesia is experiencing rapid growth as public awareness of beauty and personal care increases. One of the emerging brands in this market is Oh My Glam (OMG), which offers high-quality products at affordable prices while continuously innovating to follow global beauty trends. In a highly competitive market, product innovation, pricing strategies, and product quality are key to determining consumer satisfaction. This study investigates the impact of product innovation, pricing, and product quality on consumer satisfaction with OMG products. A quantitative approach was utilized through a survey method, with data collected via an online questionnaire using a Likert scale. The results show that product innovation, pricing, and quality positively affect consumer satisfaction. Product innovation enhances appeal and perceived value, competitive pricing boosts satisfaction, and product quality is essential in strengthening customer loyalty. The limitation of this study lies in the sample scope, which only includes OMG consumers in Bandar Lampung. Therefore, the findings cannot be widely generalized to other cosmetic brands.]]>
<![CDATA[The Influence of Location, Service Quality, and Price Perception on Customer Satisfaction: The Mediating Role of Brand Image ]]>
<![CDATA[Sibarani, Elfrida Dwiputri Roniuli]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![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.v5i2.1184
<![CDATA[This research analyzes the influence of location, service quality, and price perception on customer satisfaction, with brand image as a mediating variable, in the context of Aston Hotel. The data in this study were collected using a questionnaire distribution with a purposive sampling technique, resulting in 300 respondents consisting of guests who used the service more than twice at the Aston Hotel. The hypotheses were tested using Structural Equation Modeling (SEM), applying a variance-based approach known as Partial Least Squares (PLS) through SmartPLS3 software. The results showed that price perception impacts brand image (t = 6,547; p = 0,000) and customer satisfaction (t = 4,432; p = 0,000). Additionally, brand image significantly influences customer satisfaction (t = 3,470; p = 0,001). In this study, location does not directly affect customer satisfaction (t = 0,677; p = 0,499). However, through brand image, location positively affects customer satisfaction (t = 2,804; p = 0.005). Conversely, service quality significantly affects customer satisfaction (t = 5,493; p = 0.000) but does not directly affect brand image (t = 1,798; p = 0.073). These results suggest important managerial implications, particularly the need for hotels to align pricing strategies with the perceived value of services and to enhance brand image through exceptional customer experiences. The finding emphasizes the crucial contribution of brand image in mediating the relationship that leads to greater customer satisfaction.]]>
<![CDATA[Exploring Marketing Communication Strategies and Islamic Ethics in TikTok Live Streaming for Social Commerce ]]>
<![CDATA[Abbrar, M Chairil]]>;
<![CDATA[Sumarlan, Iman]]>
<![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.v5i2.1201
<![CDATA[This study explores marketing communication strategies and the application of Islamic ethics in TikTok live streaming within social commerce. As live streaming becomes a prominent promotional tool, understanding its ethical implications is essential, especially for Muslim entrepreneurs. This qualitative research employed semi-structured interviews with selected TikTok influencers and micro-entrepreneurs actively engaged in live selling. The findings reveal that effective marketing strategies on TikTok include real-time audience engagement, influencer credibility, scarcity-based promotions, and informal entertainment styles to build emotional connections. However, several practices conflict with Islamic ethical principles, particularly regarding truthfulness (ṣidq), trustworthiness (amānah), and respectful conduct (adab). Exaggerated product claims and misleading demonstrations were observed, potentially violating Islamic business ethics. The study concludes that while TikTok live streaming offers strategic advantages for social commerce, ethical compliance remains a challenge. It recommends increasing digital ethical literacy and developing Islamic marketing guidelines for practitioners. These findings contribute to a deeper understanding of how contemporary digital marketing can align with religious values in the evolving landscape of e-commerce.]]>
<![CDATA[The Influence of Content Marketing and Live Shopping on Purchasing Decisions via TikTok Shop: A Quantitative Study of @UneilHijab Consumers in Indonesia ]]>
<![CDATA[Salsabiila, S.]]>;
<![CDATA[Wulandari, Astri]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v6i1.1242
<![CDATA[This study employs a quantitative methodology to examine how content marketing and live shopping features on TikTok Shop influence purchasing decisions for Uneil Hijab products in Indonesia. A structured questionnaire was administered to 100 respondents, comprising Uneil Hijab customers on the TikTok Shop. The findings demonstrate that content marketing and live shopping significantly and positively affect consumer purchase decisions. These factors explain 71.4% of the purchase decision variance, indicating their substantial role in shaping consumer behavior. The results suggest that strategically leveraging engaging content and interactive live shopping sessions can enhance customer engagement and boost sales. This study offers actionable insights for fashion brands aiming to optimize their marketing strategies on TikTok Shop. ]]>
