@article{jme, author = {Hoyyirotul Umma and Edy Hamdun and Muhammad Anshory}, title = { PENGARUH KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP MINAT BELI DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA DEALER HONDA JAYA TERANG 2 SITUBONDO}, journal = {Jurnal Mahasiswa Entrepreneurship (JME)}, volume = {2}, number = {9}, year = {2023}, keywords = {}, abstract = {The aim of the study was to determine the effect of service quality and brand image on purchase intention and customer satisfaction as an intervening variable at Honda Jaya Terang 2 Situbondo dealers. The sampling technique used in this study was simple random sampling of 98 consumers. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square. The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that service quality has a positive and significant effect on consumer satisfaction, brand image has a positive and significant effect on consumer satisfaction, service quality has a positive and significant effect on purchase intention, brand image has a negative but not significant effect on purchase intention, consumer satisfaction has a positive and significant effect on purchase intention, service quality has a positive but not significant effect on purchase intention through consumer satisfaction, brand image has a positive and significant effect on purchase intention through consumer satisfaction.}, issn = {2964-898X}, pages = {2097--2115}, doi = {10.36841/jme.v2i9.3622}, url = {https://unars.ac.id/ojs/index.php/jme/article/view/3622} }