<![CDATA[ABSTRACT This study aimed to analyze the effect of promotions and service performance on customer loyalty and customer satisfaction as a moderating on state-owned bank in Yogyakarta. The sampling method used in this study was twofold random sampling and quota sampling. Primary data were analyzed using multiple linear regression and moderated regression analysis. The findings in this study include the performance of services has significant positive effect on customer loyalty, promotion has significant positive effect on customer loyalty, the interaction effect of service performance on customer loyalty moderated by customer satisfaction, and the interaction effect on customer loyalty promotion moderated by customer satisfaction. Keywords: Promotion, Service Performance, Satisfaction, Loyalty. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan kinerja pelayanan terhadap loyalitas pelanggan dan kepuasan pelanggan sebagai pemoderasi pada bank BUMN di Yogyakarta. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah random sampling dan quota sampling. Data primer dianalisis dengan menggunakan regresi linier berganda dan analisis regresi moderasi. Temuan dalam penelitian ini meliputi kinerja pelayananmemilikiefek positif terhadap loyalitas pelanggan, promosi berpengaruh positif terhadap loyalitas pelanggan, efek interaksi kinerja pelayanan terhadap loyalitas pelanggan dimoderasi oleh kepuasan pelanggan, dan efek interaksi pada promosi loyalitas pelanggan dimoderasi oleh kepuasanpelanggan. Keywords: Promosi, KinerjaPelayanan, Kepuasan, Loyalitas.]]>
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