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Titik Inayati
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INDONESIA
PRAGMATIS Jurnal Manajemen dan Bisnis
Published by Universitas Wijaya Kusuma Surabaya
ISSN : -     EISSN : 28288238     DOI : http://dx.doi.org/10.30742/
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
PRAGMATIS: Jurnal Manajemen is a peer-reviewed journal that publishes articles, studies, and reviews relating to economics, management. PRAGMATIS journal accepts any manuscripts or articles in the field of economics, management studies from both national and international academicians and researchers
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 55 Documents
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Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi: Studi Kasus Pada Konsumen Brand Rucas Wahyu Pratama, Pradipta Agung; Darma Putra, Muhammad Bintang; Teguh Wicaksono, Firdaus; Indra Parahita, Albertus; Syamsyah Alvaraisa, Revaldy
PRAGMATIS Vol. 7 No. 1 (2026): March
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v7i1.5102

Abstract

Indonesia’s local fashion industry has grown rapidly, encouraging local brands such as RUCAS to optimize digital-based marketing communication strategies. One widely used strategy is celebrity endorsement, which is expected to enhance brand awareness and stimulate consumers’ purchase intention. This study aims to analyze the effect of celebrity endorsement on purchase intention, with brand awareness acting as a mediating variable among RUCAS consumers. A quantitative explanatory, cross-sectional design was employed, using a sample of 50 consumers aged 18–35 years in Surabaya who had been exposed to RUCAS celebrity endorsement campaigns. Data were collected through an online questionnaire using a five-point Likert scale and analyzed descriptively and inferentially to test four research hypotheses. The results indicate that celebrity endorsement has a positive and significant effect on both brand awareness and purchase intention, while brand awareness also has a positive and significant effect on purchase intention. Furthermore, brand awareness is found to mediate the relationship between celebrity endorsement and purchase intention, strengthening the impact of celebrity endorsement when consumers possess high awareness of the RUCAS brand. These findings highlight the importance of selecting credible, attractive, and brand- congruent celebrities when designing digital marketing campaigns in the local fashion industry.
Eksplorasi Persepsi Pelanggan Terhadap Kualitas Produk, Kualitas Layanan, Dan Customer Experience Pada Umkm Vinchoco Surabaya: Pendekatan Studi Kualitatif Adyatma Syammakh, Zayyan; Ariyono Putra, M. Rizal; Surya Adriansyach, Wisnuwardhana; Haidan Faza, Chrisna; Ayub Arrafah, Thaariq
PRAGMATIS Vol. 7 No. 1 (2026): March
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v7i1.5137

Abstract

This study aims to conduct an in-depth exploration of how customers of Vinchoco Surabaya perceive product quality, service quality, and customer experience within the context of a digital-based micro and small enterprise (MSME). The research employs a qualitative descriptive approach utilizing a purposive sampling technique. Data collection was carried out through triangulation methods, including in-depth interviews with loyal customers, participatory observation of digital platform interactions, and document analysis of online reviews and social media content. The gathered data were subsequently analyzed using Interpretative Phenomenological Analysis (IPA) to interpret the profound meanings embedded in the participants' subjective experiences. The findings reveal three key insights. First, product quality is perceived through the consistent delivery of delicious and premium chocolate taste, supported by elegant packaging and innovative, attractive product variations. Second, service quality is rated highly, particularly in terms of responsiveness, friendliness, and effective communication during the digital ordering and delivery processes. Third, the overall customer experience is characterized by enjoyable, professional interactions that successfully build long-term trust and emotional attachment. The synergy among these three dimensions creates a robust ecosystem of value. This synergy not only fosters high customer loyalty but also shapes the perception of Vinchoco's competitive advantage as a premium brand within the growing MSME chocolate market. The findings of this study provide a theoretical contribution to the understanding of experiential value in the context of micro-scale digital economies. Simultaneously, they offer significant practical implications for MSME entrepreneurs.
Pengaruh Penggunaan Fitur Virtual Try On, Brand Image, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Make Over Pada E-Commerce Isnaini Retno Wulandari; Hendra Prasetya
PRAGMATIS Vol. 7 No. 1 (2026): March
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v7i1.5270

Abstract

This research aims to analyze the influence of Virtual Try-On features, Brand Image, and Electronic Word of Mouth (e-WOM) on purchase decisions for Make Over products in e-commerce among female students at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. Employing a quantitative approach with survey methods, the study utilized purposive sampling to select 100 respondents who had previously purchased Make Over products and utilized the Virtual Try-On feature. Data were collected via questionnaires and analyzed using multiple linear regression with SPSS software. The results demonstrate that Virtual Try-On, Brand Image, and Electronic Word of Mouth each have a positive and significant partial effect on purchase decisions, with Electronic Word of Mouth identified as the dominant influencing factor. These findings suggest that companies should optimize their digital marketing strategies by enhancing Virtual Try-On technology and strengthening brand image through consistent quality and communication; furthermore, this study provides a reference for future research to explore additional relevant variables.
The Impact of Toxic Leadership and Job Insecurity in Predicting Turnover Intention Levels Oktaviani Permatasari; Huda, Khasbulloh
PRAGMATIS Vol. 7 No. 1 (2026): March
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v7i1.5475

Abstract

Human resource stability is a key pillar in maintaining operational continuity in engineering companies that demand high precision. The purpose of this study is to disseminate and analyse the influence of job insecurity and toxic leadership on employee turnover intention at PT. Gajah Mada Teknik Mojokerto. The very high employee desire to move jobs challenges the stability of engineering company operations. This study was conducted quantitatively using an associative approach. This study involved all employees of PT Gajah Mada Teknik Mojokerto, yielding a saturated sample of 100 respondents. Data were collected through the distribution of questionnaires tested with a Likert scale. Data analysis was performed using multiple linear regression in SPSS. The results of the study indicate that, to some extent, Toxic Leadership has a positive and significant effect on Turnover Intention. Likewise, Job Insecurity has a positive and significant effect on Turnover Intention. Simultaneously, both variables have a significant effect on predicting employee turnover intention with a coefficient of determination of 36.1%. This finding implies that the management of PT. Gajah Mada Teknik needs to improve its managerial leadership style and ensure job security to reduce employee turnover. This study suggests that the management of PT. Gajah Mada Teknik Mojokerto must implement a holistic approach to reduce employee turnover. Improvements include reforming its management culture and ensuring job security through contract transparency. To create a healthy work environment and improve talent retention and long-term organisational productivity, the company must implement more humanistic and supportive leadership training.
Pengaruh Motivasi Kerja, Stres Kerja, Dan Kompensasi Terhadap Produktivitas Kerja Karyawan Bank Mandiri Kantor Cabang Pembantu Di Surabaya Leonita Yani Larasati
PRAGMATIS Vol. 7 No. 1 (2026): March
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v7i1.5297

Abstract

This study aims to analyze the effect of work motivation, job stress, and compensation on employee work productivity at Bank Mandiri Se-Surabaya Branch. The research adopts a quantitative approach with a causal associative research design. The population of this study consists of all employees at Bank Mandiri Se-Surabaya Branch. A saturated sampling technique was applied, in which all members of the population were included as research respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results indicate that work motivation has a positive and significant effect on employee work productivity. Job stress has a negative and significant effect on employee productivity, implying that higher levels of job stress tend to reduce employee productivity. Meanwhile, compensation has a positive and significant effect on work productivity, suggesting that fair and performance-based compensation can enhance employee productivity. Simultaneously, work motivation, job stress, and compensation significantly influence employee work productivity. The coefficient of determination shows that the independent variables explain a substantial proportion of the variation in employee productivity. The findings highlight the importance of managing work motivation, controlling job stress, and implementing a fair compensation system to improve employee productivity in the banking sector.

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