The Effect of Viral Marketing Strategy, Service Quality, and Trust Level on Purchase Decisions of Sports Service Business Units at Yogyakarta State University
Year: 2025
Type: article
Abstract: This study investigates the integration of viral marketing strategies and service quality in university sports facilities, examining their impact on purchase decisions through user trust as a mediating variable. The research addresses the growing need for financial independence in state universities, particularly focusing on sports service units at Yogyakarta State University (UNY). Using a quantitative approach, data were collected from 384 respondents through structured questionnaires, analyzing responses using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal significant positive relationships between viral marketing and user trust (β=0.328, p<0.001), and bothfactors' influence on purchase decisions (β=0.318 and β=0.229 respectively, p<0.001). The study confirms user trust's mediating role in both relationships (indirect effects: β=0.074 and β=0.081, p<0.001). These findings contribute to digital marketing and service management literature while providing practical implications for higher education institutions seeking to optimize revenue through sports facilities. The developed framework offers a comprehensive approach to integrating digital marketing strategies with service quality improvements, emphasizing the crucial role of user trust in driving purchase decisions.
Authors: Nur Arida Hendrawati, Sumaryanto, Sumarjo
Institution: Yogyakarta State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W6893185234
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