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All Journal JIMAT (Jurnal Ilmiah Mahasiswa Akuntansi) Undiksha Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Jurnal Karinov Jurnal Pengabdian kepada Masyarakat Nusantara Asia Pacific Journal of Management and Education Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Kewirausahaan dan Inovasi
Rr Ayu Firdausiah
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Social Media Marketing, Brand Trust, and Service Quality on The Decision to Use Herlangga, I Wayan Bayu; Firdausiah, RR Ayu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.3.08.

Abstract

The growth of the tourism sector in Bali has significantly increased the demand for transportation services, particularly car rentals. PT Purarentcar Bali, as one of the service providers, faces challenges in maintaining competitiveness amidst fluctuating customer numbers and intense market competition. Given the intense competition in the car rental market, it is urgent for PT Purarentcar Bali to continually strengthen these aspects in order to stay ahead of competitors and enhance their market share. This study aims to analyze the influence of social media marketing, brand trust, and service quality on consumers' usage decisions regarding car rental services at PT Purarentcar Bali. This research employs a quantitative approach with an explanatory research design. The sampling technique used is purposive sampling, involving 120 respondents who have previously used the services of PT Purarentcar Bali. Data were collected through online questionnaires and analyzed using multiple linear regression, supported by validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results show that social media marketing, brand trust, and service quality have a positive and significant effect on usage decisions. These three variables simultaneously contribute to increasing consumer decisions in choosing car rental services at PT Purarentcar Bali. Based on these findings, it can be concluded that effective social media marketing strategies, strong brand trust, and high service quality are key factors that drive consumer decisions to use car rental services. Therefore, the company is advised to continuously optimize these three aspects to enhance customer loyalty and satisfaction. In addition, the company should consider implementing loyalty programs and gathering continuous feedback from customers to further improve service quality and customer experience.
Co-Authors Abidin, Nurul Aini Binti Zainal Adelia Shabrina Prameka Fatchur Rohman Hakim, Abdurrahman Herlangga, I Wayan Bayu Islam Fasieh, Muhammad Fajrul Kardina Yudha Parwati Nanang Suryadi Putu Adi Putra Arimbawa Ramadhan, Galih Budi Salsabila, Raihan Sumiati Sumiati Sunaryo Sunaryo Toto Rahardjo