<![CDATA[This study aims to examine the effect of service quality and facilities on customer satisfaction at PT. Pegadaian Branch Service Unit (UPC) Paniki. The research was motivated by several issues in service delivery, including long waiting times, changes in fund disbursement procedures, uncomfortable room temperatures, limited parking space, and an inefficient queue number system, which may affect customer satisfaction. This study employed a quantitative approach with a descriptive method. The sample consisted of 50 PT. Pegadaian UPC Paniki customers selected using non-probability purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4.1.1.8. The analysis included outer model evaluation through validity and reliability testing, as well as inner model evaluation through the coefficient of determination (R²), effect size (f²), and hypothesis testing using bootstrapping. The results indicate that service quality has a positive and significant effect on customer satisfaction. Facilities also have a positive and significant effect on customer satisfaction. Simultaneously, service quality and facilities contribute significantly to improving customer satisfaction. These findings emphasize the importance of improving service quality, process efficiency, and supporting facilities to enhance customer satisfaction sustainably.]]>
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