<![CDATA[Digital transformation in the financial services sector has encouraged PT Pegadaian to develop the TRING application as a digital service platform to enhance customer satisfaction and loyalty. This study aims to analyze the effects of perceived usefulness of the TRING application and digital service quality on customer loyalty through customer satisfaction at PT Pegadaian, Mamuju Branch. This study employed a quantitative approach using a survey of 100 respondents who use the TRING application. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that: (1) perceived usefulness of the TRING application has a positive and significant effect on customer satisfaction; (2) digital service quality has a positive and significant effect on customer satisfaction; (3) perceived usefulness of the TRING application has a positive but insignificant effect on customer loyalty; (4) digital service quality has a positive and significant effect on customer loyalty; (5) customer satisfaction has a positive but insignificant effect on customer loyalty; (6) perceived usefulness of the TRING application does not have a significant effect on customer loyalty through customer satisfaction; and (7) digital service quality does not have a significant effect on customer loyalty through customer satisfaction. The findings indicate that digital service quality is the most dominant factor in enhancing the loyalty of TRING application users, while customer satisfaction does not yet function as a mediating variable in the research model. Therefore, PT Pegadaian should prioritize improving digital service quality, particularly in terms of system reliability, security, ease of use, and service responsiveness, to strengthen customer loyalty.]]>
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