Rucas's marketing strategy leverages online promotions and creative content to reach a wider audience. The unique approach in advertising, featuring unconventional models, successfully attracted the attention of social media users. By considering customer perceptions of advertisements and brands as mediating variables, the influence of endorser attractiveness on customer purchase intentions is the objective of this research. Purposive sampling was used to select 153 people who are familiar with the Rucas advertisement. The data collected through online questionnaires were analyzed using Structural Equation Modeling (SEM). Menurut hasil penelitian, daya tarik selebriti memiliki dampak signifikan terhadap sikap terhadap iklan dan merek. Except through the mediation of attitudes and engagement on social media, that attractiveness does not directly influence purchase intentions. These results indicate that, to enhance advertising effectiveness and drive purchase decisions, marketing strategies involving endorsers must consider the role of attitude and engagement mediation.

The development of information and communication technology has brought significant changes in the world of education, encouraging educational institutions to adopt more innovative and relevant learning methods. This article discusses the implementation of Canva graphic design application training at Madrasah Aliyah Muhammadiyah Pekanbaru, which aims to improve the creativity and digital skills of grade XII IPA students. This activity was carried out through an interactive theoretical and practical approach, allowing students to not only learn about graphic design, but also apply that knowledge in real projects. The results of the training showed high enthusiasm from students, as well as significant improvements in their technical abilities and creativity. Evaluation of student design work indicated that the hands-on learning method was effective in improving digital literacy. These findings provide important insights into the potential of technology in creating a dynamic and innovative learning environment, and can be a reference for other community service programs aimed at improving digital competence in education.