<![CDATA[This study examines the effects of Virtual Service Quality, Price, and Word of Mouth on the Purchase Intention of shared Canva accounts offered through the X Business Account platform among students at UIN Sumatera Utara. The increasing accessibility of premium digital services has encouraged the emergence of account-sharing transactions as an alternative means of accessing digital services. However, previous studies on e-service quality, price, and word of mouth have primarily focused on formal e-commerce and digital service contexts, leaving consumer behavior in informal digital transactions relatively underexplored. This study addresses this gap by examining the influence of Virtual Service Quality, Price, and Word of Mouth on Purchase Intention in the context of shared Canva account transactions. Using a quantitative approach, data were collected from 100 active students selected through purposive sampling and analyzed using SEM-PLS with SmartPLS 4.1. The findings indicate that Virtual Service Quality, Price, and Word of Mouth each have a positive and significant effect on Purchase Intention. These findings extend the understanding of consumer behavior by demonstrating that purchase intention in informal digital service transactions is influenced by service reliability, price suitability, and recommendations from other users.]]>
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