<![CDATA[This study examines the influence of brand image and service quality on recommendation intention of Maxim online transportation service in Mataram City with brand trust as a mediator, amidst tight competition where Maxim has a Top Brand Index of only 2.8% in 2024. The main objective is to test the direct and indirect relationships between these variables. Using a causal associative quantitative approach with purposive sampling on 200 respondents Maxim users aged ≥17 years who are active on social media. The instrument in the form of a Likert scale questionnaire was analyzed using SmartPLS for validity, reliability, and hypothesis testing. The results show all significant paths: brand image (β = 0.588 to brand trust; β = 0.216 directly to recommendation intention), service quality (β = 0.649 to brand trust; β = 0.320 directly), and brand trust (β = 0.589 to recommendation intention), with full mediation and R² = 87.9%. The conclusion implies a strategy to improve brand image and service to increase consumer recommendations.]]>
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