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All Journal Jurnal Ilmiah Manajemen Kesatuan Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam
Achmad Kautsar
Universitas Negeri Surabaya, Indonesia
Religion Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The Effect of Financial Knowledge and Subjective Norm on Shopee Paylater Use Intention with Perceived Trust as Mediator Al-Kairana Mazaya. A; Achmad Kautsar; Anita Safitri; Dhiyan Septa Wihara
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 4 (2026): JIMKES Edisi Juli 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i4.4998

Abstract

The rapid growth of digital financial services and the increasing popularity of buy now, pay later platforms have transformed consumer payment behavior, particularly among younger generations who are highly engaged with digital technology, This study examined the determinants of intention to use Shopee PayLater among female Generation Z university students in Surabaya by integrating financial knowledge and subjective norm within the Theory of Planned Behavior, with perceived trust as a mediating variable. Using a quantitative explanatory approach, data were collected through an online questionnaire from 150 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data were collected in 2025. The results revealed that financial knowledge did not have a direct effect on intention to use but significantly influenced perceived trust. Subjective norm showed a strong and significant direct effect on intention to use, while perceived trust significantly mediated the relationship between financial knowledge and intention to use. These findings highlight the dominant role of social influence and trust in shaping paylater adoption and imply that enhancing transparency and trust-building strategies is more critical than financial literacy alone for encouraging responsible use among Generation Z consumers.
YouTube Live Streamer Sustainability:: Presence, Interactivity, and Attractiveness on Viewer Flow Experience. Dio Doni Harson; Hujjatullah Fazlurrahman; Fresha Kharisma; Achmad Kautsar
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 9 No. 1 (2026): April | Special Edition
Publisher : Program Studi Komunikasi dan Penyiaran Islam Fakultas Dakwah Universitas Islam Internasional Darullughah Wadda'wah Bangil Pasuruan

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Abstract

This study analyzes the effects of social presence, interactivity, and attractiveness on the flow experience of YouTube Live viewers in Indonesia. Despite the rapid growth of digital broadcasting, sustaining optimal audience engagement remains a challenge, necessitating further investigation into its communicative determinants. Employing an explanatory quantitative design, data were collected from 100 active viewers via purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) within the Stimulus-Organism-Response (S-O-R) framework. The findings indicate that social presence, interactivity, and attractiveness exert a significant positive effect on viewers' flow experience, with streamer attractiveness emerging as the strongest predictor. Ultimately, this study highlights live streaming not merely as an entertainment tool but as a dynamic digital communication space. The results emphasize that fostering two-way communication and a supportive online environment is vital for content creators to sustain audience immersion in new media platforms.
Co-Authors Al-Kairana Mazaya. A Anita Safitri Dhiyan Septa Wihara Dio Doni Harson Fresha Kharisma Hujjatullah Fazlurrahman