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All Journal Cita Ekonomika: Jurnal Ilmu Ekonomi Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka
Nur Asy Syifa Priatna
Universitas Islam Negeri Sumatera Utara
Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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The Effect Of Watching Intensity On Purchase Intention Through Parasocial Relationship And Perceived Source Credibility In Edtech Program Nur Asy Syifa Priatna; Siti Aisyah; Aqwa Naser Daulay
Jurnal Cita Ekonomika Vol 20 No 1 (2026): Vol 20 No 1 (2026): Cita Ekonomika: Jurnal Ilmu Ekonomi
Publisher : Jurusan Ekonomi Pembangunan, FEB Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51125/citaekonomika.v20i1.25661

Abstract

The rapid growth of digital education has transformed the learning process into a competitive, content-driven platform ecosystem. This study examines the effect of watching intensity on purchase intention in the Clash of Champions program produced by Ruangguru. Grounded in Media Psychology Theory, Parasocial Relationship Theory, Source Credibility Theory, and the Elaboration Likelihood Model, this research tests a parallel mediation model involving parasocial relationships and perceived source credibility. A quantitative survey of 406 Indonesian high school and university students was conducted and analyzed using PLS-SEM with SmartPLS 4. The results show that watching intensity significantly affects purchase intention, parasocial relationships, and perceived source credibility. Parasocial relationships and perceived source credibility also significantly influence purchase intention. Furthermore, parasocial relationships significantly mediate the relationship between watching intensity and purchase intention, whereas perceived source credibility does not mediate this relationship. These findings suggest that emotional-relational mechanisms play a more decisive role than credibility evaluations in driving subscription intentions within competition-based EdTech platforms.
PENDAMPINGAN UMKM KRIPIK PISANG ROLINA PEMATANG SIJONAM MELALUI QRIS DAN KONTEN MARKETING Mhd Khairul Anhar Nasution; Nur Asy Syifa Priatna; M. Aldi Pratma; M. Bintang Ramadhan; Aninda Muliani Harahap
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 01 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i01.2035

Abstract

The era of the Industrial Revolution 4.0 has accelerated digital transformation, including in payment systems, which are now an important strategy to support the strengthening of the national financial system. One of the innovations developed is QRIS as a applicative, secure, and efficient cashless payment solution for UMKM and consumers. This community service activity was carried out by UINSU KKN students in Pematang Sijonam Village with a focus on assisting the digitization of Keripik Pisang Rolina MSMEs through the implementation of QRIS. The implementation methods included preparation and socialization, registration and activation of QRIS accounts through the GoPay Merchant application, delivery and installation of QRIS codes, product brochure creation, logo design, and simple marketing content creation. The results of the activity show that the use of QRIS provides tangible benefits in the form of ease of transactions, financial management efficiency, improved professional image, and expanded market access. This program is expected to be the first step in strengthening the competitiveness of MSMEs in the digital era.
Co-Authors Aninda Muliani Aqwa Naser Daulay M. Aldi Pratma M. Bintang Ramadhan Mhd Khairul Anhar Nasution Siti Aisyah