<![CDATA[This study examines the mediating role of brand image in the effects of price perception and service quality on purchase intention toward Jaecoo vehicles in Jakarta. The study is motivated by the growing competition in the electric-vehicle market and the stronger presence of Chinese automotive brands in Indonesia, which combine digital technology, features, and competitive prices while still facing challenges related to brand reputation and consumer confidence in long-term service. An explanatory quantitative design was employed. Data were collected using a five-point Likert questionnaire from 100 purposively selected respondents aged at least 17 years, residing in Jakarta, and having purchased, searched for information about, compared, tried, or considered purchasing a Jaecoo vehicle. SEM-PLS was used for data analysis. The measurement model met validity and reliability requirements, with outer loadings ranging from 0.841 to 0.984, AVE from 0.814 to 0.933, Cronbach’s alpha from 0.942 to 0.982, and composite reliability from 0.956 to 0.986. The structural model showed strong explanatory power, with R² values of 0.846 for brand image and 0.843 for purchase intention. Price perception positively affected brand image (β=0.652; p<0.001) and purchase intention (β=0.393; p<0.001). Service quality positively affected brand image (β=0.317; p<0.001) but had no significant direct effect on purchase intention (β=-0.029; p=0.701). Brand image positively affected purchase intention (β=0.572; p<0.001). Brand image partially mediated the effect of price perception on purchase intention (β=0.373; p<0.001) and showed an indirect-only mediation pattern in the relationship between service quality and purchase intention (β=0.181; p<0.001). The findings indicate that for a relatively new automotive brand, service quality mainly contributes to purchase intention by strengthening brand image, whereas price perception operates through both direct and indirect mechanisms.]]>
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