<![CDATA[ABSTRACT Based on the results of observations, the background of this research is the fluctuation in the number of financing customers at Bank BSI KCP Rancaekek for the period 2020 - 2024. This is thought to be influenced by the increasing competition of financial institutions offering financing products in the East Bandung area and faster service quality, especially in the process of approving financing applications. This study aims to determine how the effect of product quality and service quality both partially and simultaneously on customer satisfaction on financing products at Bank BSI KCP Rancaekek. The object of research in this thesis is financing customers at Bank BSI KCP Rancaekek. The type of research is quantitative associative with primary data. Data collection techniques in the form of observation, interviews, literature studies and questionnaires. While the sampling technique is non probability sampling with purposive sampling type. The population is all financing customers totaling 1187 people and a sample of 93 people. The results showed that there was an influence between product quality on customer satisfaction with the results of the t test where the t count> t table (3,747> 1,66196) and the R2 value of 13,4%, there was an influence between service quality on customer satisfaction with the results of the t test where the t count> t table (7, 586> 1,66196) and R2 value of 38,7%, and simultaneously there is a significant influence between product quality and service quality on customer satisfaction on financing products with F test result where F count> F table (43,889> 2,36) and the R2 value of 49,4%.]]>
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