The Effect of Viral Marketing Strategy, Service Quality, and Trust Level on Purchase Decisions of Sports Service Business Units at Yogyakarta State University

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.