<![CDATA[Service quality is one of the important aspects in improving customer satisfaction in service companies, including pawnshop institutions. This study aims to identify customers' perceptions of service quality, describe the level of customer satisfaction, and analyze the effect of service quality on customer satisfaction at Pusat Gadai Indonesia, Sampang Branch. This study employed a quantitative approach with an associative research design. Data were collected through Google Forms questionnaires distributed to 50 respondents using the accidental sampling technique. A four-point Likert scale was used for measurement, while data analysis involved validity testing, reliability testing, simple linear regression, t-test, and the coefficient of determination using SPSS. The results indicate that service quality has a statistically significant effect on customer satisfaction, with a regression coefficient of −0.435 and a significance value of less than 0.001. The coefficient of determination of 0.345 indicates that service quality in the research model explains 34.5% of the variation in customer satisfaction. However, the negative direction of the regression coefficient is inconsistent with the conceptual assumption that better service quality is associated with higher customer satisfaction. Therefore, further examination of the research instruments and data processing is necessary to clarify these findings.]]>
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