<![CDATA[The purpose of this study was to measure the effect of service quality on customer satisfaction at PT Pegadaian (Persero) Simpang Limun Medan Branch Office. This study used a quantitative method with a nonprobability sampling technique and an accidental sampling approach with a sample size of 30 respondents. Data collection techniques were carried out with primary and secondary data, using multiple regression analysis, which began with validity, reliability, classical assumptions, determination coefficient, F test, and t test with the help of SPSS Statistics version 22. Based on the partial t test and simultaneous F test, the results of the study showed that the variables of physical evidence, reliability, responsiveness, and assurance had a positive and significant effect on customer satisfaction, while the empathy variable had no significant effect. Based on the coefficient of determination (R²), it is known that the five independent variables explain 72.5% of the variability in customer satisfaction, while the remaining 27.5% is explained by other variables not examined in this study.]]>
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