<![CDATA[Penelitian ini bertujuan menganalisis pengaruh kualitas pelayanan terhadap digitalisasi bank dan kepuasan nasabah, serta menguji peran mediasi digitalisasi bank dalam hubungan antara kualitas pelayanan dan kepuasan nasabah pada PT Bank Rakyat Indonesia (Persero) Cabang Panakkukang Makassar. Penelitian menggunakan pendekatan kuantitatif dengan sampel sebanyak 100 responden nasabah aktif dan teknik analisis Structural Equation Modeling (SEM) berbasis SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif signifikan terhadap digitalisasi bank dan kepuasan nasabah, sementara digitalisasi bank juga berpengaruh positif signifikan terhadap kepuasan nasabah. Selain itu, digitalisasi terbukti memediasi secara signifikan hubungan antara kualitas pelayanan dan kepuasan nasabah. Temuan ini menegaskan pentingnya peningkatan kualitas layanan konvensional sekaligus optimalisasi layanan digital seperti BRImo untuk memperkuat pengalaman dan kepuasan nasabah. Penelitian merekomendasikan penguatan keandalan layanan, stabilitas sistem digital, serta peningkatan literasi digital bagi nasabah guna mendukung pengalaman layanan yang lebih efektif dan berkelanjutan. This research aims to analyze the effect of service quality on bank digitalization and customer satisfaction and to examine the mediating role of bank digitalization in the relationship between service quality and customer satisfaction at PT Bank Rakyat Indonesia (Persero) Panakkukang Makassar Branch. A quantitative approach was employed using a sample of 100 active customers, and data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The findings indicate that service quality has a significant positive effect on bank digitalization and customer satisfaction, while bank digitalization also significantly enhances customer satisfaction. Furthermore, digitalization significantly mediates the relationship between service quality and customer satisfaction. These results highlight the importance of improving traditional service quality alongside optimizing digital services such as BRImo to strengthen customer experience and satisfaction. The study recommends enhancing service reliability, strengthening digital system stability, and increasing customer digital literacy to support more effective and sustainable service experiences.]]>
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