<![CDATA[Purpose – This study aims to analyze the influence of social media marketing, brand trust, and service quality on consumer usage decisions for car rental services at PT Purarentcar Bali. Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 120 respondents who have previously used PT Purarentcar Bali services, selected using a purposive sampling technique. Data were collected through online questionnaires and analyzed using multiple linear regression, supported by validity, reliability, classical assumption, t-test, F-test, and coefficient of determination (R²) tests. Findings – The results indicate that social media marketing, brand trust, and service quality each have a positive and significant effect on consumer usage decisions. These variables also simultaneously influence usage decisions, highlighting their collective importance in shaping consumer choices in the car rental industry. Originality/value – This study contributes to tourism and service marketing literature by integrating social media marketing, brand trust, and service quality as determinants of usage decisions in the Bali car rental context. The findings provide practical implications for service providers in strengthening digital marketing strategies, improving service quality, and building brand trust to enhance customer loyalty and satisfaction.]]>
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