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
21 Documents
<![CDATA[Analysis of Oil Palm Marketing Efficiency in Tommo District, Mamuju, Indonesia ]]>
<![CDATA[Supardi Hasanuddin]]>
<![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.v1i1.55
<![CDATA[This study aims to determine the pattern of oil palm marketing channels, the number of costs and marketing margins obtained by each marketing agency, as well as the efficiency of oil palm marketing channels. The respondents were 34 information, consisting of 30 oil palm farmers and traders collecting oil palm FFB in Tommo District. Marketing of oil palm FFB is carried out using the snowball sampling method. The results of this study indicate that there are three marketing channels formed. Namely: Marketing channel I, namely Farmers sell directly to palm oil mills, Marketing channel II, namely sales through farmer groups then sold to palm oil mills, Marketing Channel III, namely Farmers selling to collector traders then sold to palm oil mills, highest marketing costs is in the channel I. The costs incurred in this marketing channel are transportation costs of Rp. 11.36/Kg of FFB, labor costs of Rp. 21.88/Kg of FFB, retribution costs of Rp. 7.71/Kg of FFB. Marketing Channel shows that marketing channel I is an efficient channel. With a margin value of 4.07 percent and a farmer's share of 95.92 percent, the production volume is 32.78 tons or 24.45 percent. Farmer share for the selling price of FFB is the highest farmer share because farmers directly sell their harvest to the factory.]]>
<![CDATA[Designing of Service Dominant Logic and Business Model Canvas: Narrative Study of Village Tourism ]]>
<![CDATA[Mariana Simanjuntak]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 1 No. 2 (2021): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v1i2.60
<![CDATA[The purpose of this research is to design service design, design a canvas business model (BMC) based on the design of services that have been designed and know the role of society. The required data is divided into two, namely primary data and secondary data. Primary data was obtained by conducting interviews and observations to tourists, managers and the community around Siregar Aek Nalas. Primary data obtained such as access, amenities, safety and security, processes, physical or digital artifacts, stakeholders/stakeholders, and Village Tourism services. Secondary data is obtained by conducting literature studies. The strategy carried out to develop Siregar Aek Nalas is the design of Service Dominant Logic (SDL) by creating a map of tourist travel before the visit, during the visit and the completion of the visit from the primary data obtained then carried out the design of the canvas model business with the presence of nine components customer segment, value proposition, channel, customer relationship, revenue stream, key of resource, key of activities, key of partnership and cost structure. Service Design is done by co-creation of tourist travel map before visit, during visit and completion of visit. The creation of a tourist travel map is based on eight programs.]]>
<![CDATA[Behavioral Stimulus for Using Bank Mestika Mobile Banking Services: UTAUT2 Model Perspective ]]>
<![CDATA[Fenny Krisna Marpaung]]>;
<![CDATA[Reni Shinta Dewi]]>;
<![CDATA[Ernest Grace]]>;
<![CDATA[Acai Sudirman]]>;
<![CDATA[Maria Sugiat]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 1 No. 2 (2021): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v1i2.68
<![CDATA[The existence of mobile banking services is currently experiencing rapid growth. Adopting such a large number of users makes mobile banking services one of the main needs to meet the needs of conducting financial transactions. Therefore, there is a need for additional information for mobile banking service developers on the dominant factors influencing user behavioral intentions. This research is present as a forum to provide an overview of the user's perspective on Mestika bank's mobile banking service. This research aims to find out what factors play an important role in behavioral intention to use Mestika bank's mobile banking services based on the UTAUT2 concept. The research instrument used a questionnaire distributed online to 240 respondents in Medan City and Pematangsiantar City, Indonesia. Next, the researcher tested the hypothesis using Structural Equation Modeling (SEM) based on a variant called Partial Least Square (PLS) and the SmartPLS version 3.0 application as a tool to analyze it. This research concludes that effort expectancy has the most significant influence and plays a very important role in shaping the behavioral intention of using Mestika bank's mobile banking. Then performance expectancy and social influence hedonic motivation also significantly influence behavioral intentions to use Mestika bank's mobile banking. Furthermore, the results of this study also conclude that facilitating conditions and habit have no significant effect on behavioral intentions to use Mestika bank's mobile banking.]]>
<![CDATA[Usability Factors as Antecedent and Consequence on Business Strategy and SERVQUAL: Nielsen & Mack Approach ]]>
<![CDATA[Tasrik Hasrat]]>;
<![CDATA[Khairina Rosyadah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 1 No. 2 (2021): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v1i2.80
<![CDATA[The usability elements above can be used to support tourism business development, which is following the usability elements in the basic concept of User Experience. The use of qualitative methods is used to provide a detailed and detailed formulation of the value of each component in usability. In the end, the application of this study at the same time offers a study formulation on the user experience of the OYO application in Indonesia through the usability approach by Mack & Nielsen, (1995). Researchers determine the respondent by distributing questionnaires, the total population of consumers who use the OYO application. By using slovin formula as the respondent determinant, we obtained a full sample of 120 respondent. The results of this study state all hypothesis include direct and indirect effect have a positive and significant effect on dependent variables (business strategy and SERVQUAL). Usability is how certain users can use a product to achieve specific goals effectively, efficiently, and satisfy users. In general terms, usability is an attribute of quality used to evaluate how easy an interface is to use. User Experience is the perception and response of the user as a reaction to the use of a product, system, or service.]]>
<![CDATA[The Effect of Service Quality Elements on Customer Satisfaction ]]>
<![CDATA[B. Bungatang]]>;
<![CDATA[R. Reynel]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 1 No. 2 (2021): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v1i2.102
<![CDATA[The research objective was to determine and analyze the influence of the physical evidence of service quality, caring, responsiveness, reliability, and guaranteeing customer satisfaction at the PT. Pegadaian Watansoppeng branch. Research carried out explanatory research and survey methods. The study population is new clients served PT. Pegadaian Watansoppeng Branch Company. The samples were taken using purposive sampling and obtained 100 samples. This research's data analysis methods are descriptive analysis with Linear Regression calculation, where the independent variables consist of physical evidence, concern, responsibility, reliability, assurance, dependent variable satisfaction customer. The results of studies using multiple linear regression analysis showed that service quality dimensions significantly influence customer satisfaction. As for the t-test is known that a significant level for each variable that is physical evidence = 0.658, concern = 0.002, responsiveness = 0.338, reliability = 0.000, and assurance = 1.239. From these results, two variables can prove the second hypothesis suggesting that the physical evidence of service quality dimensions, concern, responsiveness, reliability, and guarantees the dominant influence on customer satisfaction at the PT. Pegadaian Watansoppeng branch of the variable of concern and reliability and three other variables that physical evidence, responsiveness, and assurance are support for this study hypothesis.]]>
<![CDATA[Service Quality (SERVQUAL) Dimensions on Customer Satisfaction: Empirical Evidence from Bank Study ]]>
<![CDATA[Sigit Sugiarto]]>;
<![CDATA[Vivi Octaviana]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 1 No. 2 (2021): February - June ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v1i2.103
<![CDATA[This study aims to determine how much influence service quality dimensions have on customers' satisfaction who use BRI services. The model used in this study is observation, interviews, questionnaires, and literature study using a Likert scale. The method of determining the sample used is 96 respondents. The analytical method used is the multi-linear regression method. The results of this study indicate that all variables are simultaneously serviced quality dimensions consisting of Tangible (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), and Empathy (X5) together have a positive influence. Partially found services consisting of Tangible, Reliability, and Empathy have a positive and significant influence on customer satisfaction. At the same time, the quality of service which consists of Responsiveness and Assurance is not supported. Service quality is a critical aspect to satisfying the customers and retaining their loyalty, so they continue to buy from you in the future. Service quality is a comparison of customer expectation and the actual delivery of service. Service quality generally refers to a customer's comparison of service expectations related to a company's performance. A business with a high level of service quality is likely capable of meeting customer needs while also remaining economically competitive in their respective industry.]]>
<![CDATA[The Role of Virtual Communities on Consumer Purchase Decisions with Brand Equity as Mediating Variable ]]>
<![CDATA[St. Rukaiyah]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 2 No. 1 (2022): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v2i1.64
<![CDATA[This study aims to analyze the relationship between virtual communities variabel on consumer purchase decision with brand equity as mediating vaiable. The sample in this study was selected with the 100 respondent with Snowball sampling and data colletion with survey. This study uses the PLS method. Next is a hypothesis to test whether there is a relationship between virtual communities, brand equity, and purchasing decisions at PT. Hadji Kalla Toyota Makassar. The analytical tool used in this research is Partial Least Square (PLS). Research using WarpPLS 6.0 program. The result of this study state Virtual communities are established to significantly affect purchasing decisions; Virtual communities are proven to have a significant positive effect on brand equity; The Virtual Communities variable shows a solid and dominant influence on brand equity compared to other variables; This study has provided findings on the effect of Virtual Communities on purchasing decisions through brand equity. Virtual Communities will have a role in delivering information that can produce word of mouth and become a choice for prospective buyers to see reviews and the advantages of products. That can be a consideration for companies in developing their marketing strategies, especially in building customer loyalty to the brand.]]>
<![CDATA[Price, Promotion, and Supporting Facilities on Customer Satisfaction ]]>
<![CDATA[Gunawan Bata Ilyas]]>;
<![CDATA[Heriyanti Mustafa]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 2 No. 1 (2022): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v2i1.65
<![CDATA[Business development today has been colored by various competitions in all fields. Seeing these conditions makes business people increasingly required to have the right strategy in meeting sales volume targets. Moreover, given the increasingly dynamic development of technology, humans are required quickly and appropriately to act to not be less competitive This research is qualitative research using a questionnaire to collect the data. Data analysis was performed using the multiple linear regression method. This study aimed to determine price, promotion, and supporting facilities on customer satisfaction at Hotel Atria Inn Makassar. In this study, the regression test was used to test hypotheses. Theoretically, there is an influence between independent variables consisting of prices, promotions, and supporting facilities against dependent variables customer satisfaction. Based on the study results, the conclusions in this study are as follows: (1) Prices have a positive and significant effect on customer satisfaction at Hotel Atria Inn Makassar. (2) Promotions have a positive and significant effect on customer satisfaction at Hotel Atria Inn Makassar. (3) Facilities have a positive and significant effect on customer satisfaction at Hotel Atria Inn Makassar. (4) Prices, promotions, and Facilities positively affect partially and simultaneously Customer Satisfaction at Hotel Atria Inn Makassar.]]>
<![CDATA[Examining Linkage of Product Selling Prices on Profitability ]]>
<![CDATA[Hikma Niar]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 2 No. 1 (2022): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v2i1.82
<![CDATA[This study aims to determine the effect of product selling price on profitability at PT. Semen Bosowa in Maros Distric regency which is descriptive and comparative with the entire population of data in the form of income statements and production data at PT. Semen Bosowa in Maros Disctric Regency. Sampling was carried out by means of positive sampling in order to obtain a sample of the income statement and production data for the years 2015-2019. Data were analyzed using simple linear regression analysis, correlation coefficient and t test. The result of regression analysis shows that Ŷ = 0.204 - 0.020X. This equation means that the constant value of 0.204 is the amount of profitability achieved regardless of the level of the selling price. The regression coefficient value is -0.020 which means that if the selling price increases by 1 percent, it will cause a decrease in the value of profitability at PT. Semen Bosowa in Maros district regency of 0.020. This explains the direction of the negative coefficient between selling price and profitability, namely when the selling price increases it will cause a decrease in profitability. This means that the selling price has an effect but not significantly on profitability.]]>
<![CDATA[Market Orientation, Service Quality on Customer Satisfaction and Loyalty: Study on Sharia Banking in Indonesia ]]>
<![CDATA[Ety Saraswati]]>
<![CDATA[ Golden Ratio of Marketing and Applied Psychology of Business Vol. 2 No. 1 (2022): July - January ]]>
Publisher : <![CDATA[Manunggal Halim Jaya ]]>
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DOI: 10.52970/grmapb.v2i1.157
<![CDATA[This study aims to analyze: 1) the effect of market orientation on customer satisfaction. 2) the effect of service quality on customer satisfaction. 3) the effect of market orientation on customer loyalty. 4) the influence of service quality on customer loyalty. 5) the influence of customer satisfaction on customer loyalty. 6) effect of market orientation on customer loyalty through customer satisfaction. 7) service quality towards customer loyalty through customer satisfaction. The sample of this study are 170 respondent; data collection use online-survey. The analysis technique used is Structural Equation Modeling with AMOS. the results of this study show that: 1) market orientation has a positive and significant effect on customer satisfaction. 2) service quality has a positive significant effect on customer satisfaction. 3) market orientation has an insignificant effect on customer loyalty. 4) service quality has a positive-significant effect on customer loyalty. 5) customer satisfaction has a positive-significant effect on customer loyalty. 6) market orientation has a positive and significant effect on customer loyalty through customer satisfaction. 7) service quality affects loyalty through customer satisfaction. improve market orientation so that customer loyalty is acknowledged through customer satisfaction. Further, improve market orientation through customer satisfaction to provide increased fidelity to customers.]]>
