<![CDATA[The increasing competition in the motorcycle service industry requires companies to maintain customer loyalty through superior service quality and a positive brand image. This study aims to examine the This study examines the relationships among service quality, brand image, customer satisfaction, and customer loyalty at AHASS Auto Global Motor. A quantitative approach was employed using a survey method. The population consisted of customers who used the services of AHASS Auto Global Motor during the period of July–December 2025, while 226 respondents were selected using purposive sampling. Data were collected through questionnaires measured using a five-point Likert scale and analysed using Structural Equation Modelling base on Partial Least Square. The results indicate that service quality has a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty. In addition, brand image has a positive and significant effect on customer satisfaction but does not have a significant direct effect on customer loyalty. The mediation analysis reveals that customer satisfaction mediates the relationship between service quality and customer loyalty, as well as the relationship between brand image and customer loyalty. These findings highlight the importance of improving service quality and customer satisfaction as strategic efforts to strengthen customer loyalty in the motorcycle service industry.]]>
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