Golden Ratio of Marketing and Applied Psychology of Business

Exploring Consumer Psychology in Marketing Management: A Strategic Perspective through Descriptive Inquiry and Literature Review

2024-03-27T17:26:57+00:00

This study delves into the intricate dynamics of consumer psychology within the realm of marketing management, aiming to provide valuable insights for marketers and researchers alike. Employing a descriptive inquiry methodology, the research explores various factors influencing consumer behavior, including internal determinants, cognitive processes, and external influences. Through a systematic literature review and thematic analysis, the study elucidates the critical role of brand equity in driving consumer choice and purchase behavior. Additionally, the research highlights the significance of pricing strategies, cognitive biases, and impulse buying behavior in shaping consumer preferences and decisions. The findings underscore the importance of understanding the interplay between situational cues, mood states, and individual traits in driving impulse purchases, offering actionable insights for marketers seeking to capitalize on spontaneous buying opportunities. Moreover, the study identifies emerging trends such as the influence of social media, cultural values, and experiential marketing on consumer behavior, paving the way for further research in this dynamic field. Overall, this research contributes to the ongoing discourse on consumer psychology and offers practical implications for marketers aiming to enhance brand engagement, foster customer loyalty, and drive sustainable business growth.

Internationalization of SME: A systematic Literature Review

2023-05-03T19:29:20+00:00

The opportunity to enter the international market will encourage SME to experience growth and development. However, SME must also be able to prepare themselves well to compete, survive and thrive in the international market. This research aims to conduct a literature review related to International SME. The method used in this research is the SLR (Systematic Literature Review) method. Data collection is done by documenting all articles that have similar research in the research report. The articles used in this study were 2 international journal articles obtained from the google scholar database. Based on the research obtained results, the supporting factors in the progress of internationalization of SME include Innovation, Balanced Scorecard (BSC), Industry associations, R&D organizations, Customers, Government Policy.

Independence and Adaptability: Building Resilience and Competitiveness for Small and Medium-sized Enterprises in the Digital Era

2024-02-16T02:30:12+00:00

This study aims to investigate the impact of independence and adaptability on business actors in Balikpapan City amidst the industrial revolution 4.0. The study focuses on Small and Medium Enterprises (SMEs) in the culinary sector of Balikpapan City, wit h a sample size of 30 business actors. A quantitative research approach utilizing primary data is employed, and data collection is conducted through the distribution of questionnaires. Statistical analysis using SPSS verifies the significance of the variables of independence (X1) and adaptability (X2) on the industrial revolution 4.0 when tested simultaneously. The findings reveal that both independence and adaptability substantially influence the industrial revolution 4.0. This study contributes to the existing literature by shedding light on the relationship between independence, adaptability, and the impact of the industrial revolution 4.0 on business actors. The findings provide valuable insights for policymakers, MSMEs, and stakeholders in Balikpapan City in navigating and harnessing the opportunities brought by the industrial revolution 4.0.

Green Business Innovation: Sustainable Business Model Development through Integration of Business Model Canvas, Design Thinking, and Islamic Business Ethics

2024-01-12T08:07:04+00:00

This research aims to analyze the integration of Business Model Canvas (BMC), Design Thinking, and Islamic Business Ethics in the development of sustainable green business models. Through a qualitative approach using Computer-Assisted Qualitative Data Analysis Software (CAQDAS) and secondary data, this research highlights the potential of integrating these three concepts in creating a business model that is not only competitive but also ecologically, socially, and economically sustainable. The results show that BMC integration provides a structural foundation, Design Thinking facilitates creative innovation in the context of sustainability, and Islamic Business Ethics provides a strong moral framework to support the implementation and sustainability of such business models. Thus, this research provides an innovative contribution to fill the existing knowledge gap and blaze new trails in designing green business models that integrate sustainability and Islamic business ethics values.