<![CDATA[This study aims to analyze the effect of the use of Digital Service Applications and Service Quality on increasing customer satisfaction among Generation Z customers at PT Pegadaian (Persero) UPC Banggai. The research method used was a quantitative approach with a purposive sampling technique. The research sample consisted of customers of PT Pegadaian (Persero) UPC Banggai who belonged to the Generation Z category and had used the Pegadaian Digital Application. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results showed that the ease of use of the Pegadaian Digital Application had a positive and significant effect on customer satisfaction. Simultaneously, the variables of Digital Application Usage and Service Quality had a significant effect on Customer Satisfaction, with an F-count value of 1011.556, which was greater than the F-table value of 3.946, and a significance value of 0.000 < 0.05. This indicates that both variables together were able to increase the satisfaction of Generation Z customers at PT Pegadaian (Persero) UPC Banggai.]]>
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