The Influence of Social Media Marketing and Electronic Word of Mouth (e-WOM) on the Purchase Decision of Persebaya Surabaya's Original Jersey for the 2024-2025 season with Brand Trust as a Mediating Variable

Nico Wijaya Suryaning Onggo; Egan Evanzha Yudha  Amriel

doi:10.63922/ijebir.v5i05.6325

Nico Wijaya Suryaning Onggo Universitas Pembangunan Nasional "Veteran" Jawa Timur
Egan Evanzha Yudha Amriel Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI: https://doi.org/10.63922/ijebir.v5i05.6325

Keywords: Social Media Marketing, Electronic Word of Mouth, Brand Trust, Purchase Decision, Original Jersey

Abstract

This study analyzes the influence of Social Media Marketing (SMM) and Electronic Word of Mouth (e-WOM) on the purchase decision of Persebaya Surabaya's original jerseys for the 2024–2025 season, with brand trust as a mediating variable. Persebaya Store, the club's official merchandise outlet, has recorded fluctuating sales despite a large social media following, raising the question of how far digital marketing communication actually shapes consumer purchase decisions. Using a quantitative approach and purposive sampling, 150 respondents who are consumers of Persebaya Store domiciled in Surabaya were surveyed through an online questionnaire and analyzed with Partial Least Square–Structural Equation Modeling (PLS-SEM). The results show that SMM and e-WOM have a positive and significant effect on brand trust and on purchase decisions, both directly and indirectly. Brand trust also positively and significantly affects purchase decisions and is proven to mediate the effect of SMM and e-WOM on purchase decisions. These findings indicate that consumer trust plays a central role in converting digital marketing communication into an actual purchase decision for Persebaya Surabaya's original jerseys.

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