BRAND IMAGE AND CONSUMER TRUST IN THE GAME CONSOLE RENTAL BUSINESS: EMPIRICAL EVIDENCE FROM CONSOLERENT.ID CONSUMERS

Abstract

The advancement of the digital economy has driven the growth of interactive entertainment services, including game console rental businesses, to establish a strong brand image and foster consumer trust. This study aims to examine the influence of brand image on consumer trust among customers of Consolerent  ID, a PlayStation rental service provider. This research employed a quantitative method with a survey approach. A total of 62 consumers who have used the rental services were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using simple linear regression to test the effect of brand image on consumer trust. The results indicate that brand image has a positive and significant effect on consumer trust, suggesting that a stronger perceived brand image is associated with higher levels of consumer trust in the service. These findings underscore the importance of enhancing brand reputation, service quality, and credible marketing communication as key managerial strategies to foster consumer trust and loyalty in the game console rental industry.