<![CDATA[Background: Intensifying competition in the heavy equipment industry--driven by the expansion of Chinese brands such as Sany and XCMG--has led to declining market share for PT Hexindo Adiperkasa Tbk (HAP), the sole distributor of Hitachi Construction Machinery in Indonesia. In this context, understanding the determinants of customer loyalty in business-to-business (B2B) settings becomes strategically critical. Objective: This study analyzes the influence of service quality (SQ) and customer experience (CE) on customer loyalty (CL), with brand image (BI), customer satisfaction (CS), and perceived value (PV) as mediating variables in the B2B heavy equipment industry. Methods: A quantitative descriptive-causal approach was applied. Data were collected from 150 existing customers of PT HAP Jakarta Branch via structured online questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Results: Service quality significantly influences brand image, customer satisfaction, customer loyalty, and perceived value. Perceived value is the only variable with a direct significant effect on customer loyalty, whereas customer experience, brand image, and customer satisfaction do not directly drive loyalty in this context. All sixteen mediation hypotheses were rejected. Conclusion: In B2B heavy equipment markets, service quality enhances loyalty primarily through perceived value rather than emotional or satisfaction pathways, underscoring the need for HAP to strengthen functional value delivery and streamline purchasing procedures.]]>
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