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All Journal Cita Ekonomika: Jurnal Ilmu Ekonomi
Nur Asy Syifa Priatna
Universitas Islam Negeri Sumatera Utara
Humanities Economics, Econometrics & Finance Social Sciences

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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.
Co-Authors Aqwa Naser Daulay Siti Aisyah