Golden Ratio of Marketing and Applied Psychology of Business <p><strong>Golden Ratio of Marketing and Applied Psychology of Business (GRMAPB) </strong><em>with e-ISSN </em><em> 2776-6349</em> encourages courageous and bold new ideas, focusing on contribution, theoretical, managerial, and social life implications. <strong>Golden Ratio of Marketing and Applied Psychology of Business</strong> fosters the exploration of marketing phenomena spanning the entire spectrum of products (goods &amp; services), price, promotion (advertising, publicity, public relations, and selling), place (channels and distribution), consumer behavior and ethics in marketing.<br /><strong>Publication Frequency:</strong> Twice Issue Per Year: <strong>Issue 1</strong>, July - January, and <strong>Issue 2,</strong> February to June</p> Manunggal Halim Jaya en-US Golden Ratio of Marketing and Applied Psychology of Business 2776-6349 Behavioral Stimulus for Using Bank Mestika Mobile Banking Services: UTAUT2 Model Perspective <p>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.</p> Fenny Krisna Marpaung Reni Shinta Dewi Ernest Grace Acai Sudirman Maria Sugiat Copyright (c) 2021 Golden Ratio of Marketing and Applied Psychology of Business 2021-07-08 2021-07-08 1 2 61 72 10.52970/grmapb.v1i2.68 Designing of Service Dominant Logic and Business Model Canvas: Narrative Study of Village Tourism <p>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.</p> Mariana Simanjuntak Copyright (c) 2021 Golden Ratio of Marketing and Applied Psychology of Business 2021-07-12 2021-07-12 1 2 73 80 10.52970/grmapb.v1i2.60 Usability Factors as Antecedent and Consequence on Business Strategy and SERVQUAL: Nielsen & Mack Approach <p>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 &amp; 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.</p> Tasrik Hasrat Khairina Rosyadah Copyright (c) 2021 Golden Ratio of Marketing and Applied Psychology of Business 2021-07-18 2021-07-18 1 2 81 92 10.52970/grmapb.v1i2.80 Service Quality (SERVQUAL) Dimensions on Customer Satisfaction: Empirical Evidence from Bank Study <p>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 (X<sub>1</sub>), Reliability (X<sub>2</sub>), Responsiveness (X<sub>3</sub>), Assurance (X<sub>4</sub>), and Empathy (X<sub>5</sub>) 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.</p> Sigit Sugiarto Vivi Octaviana Copyright (c) 2021 Golden Ratio of Marketing and Applied Psychology of Business 2021-06-28 2021-06-28 1 2 93 106 10.52970/grmapb.v1i2.103 The Effect of Service Quality Elements on Customer Satisfaction <p>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.</p> B. Bungatang Reynel Copyright (c) 2021 Golden Ratio of Marketing and Applied Psychology of Business 2021-06-28 2021-06-28 1 2 107 118 10.52970/grmapb.v1i2.102