<![CDATA[This study aims to determine whether digital services influence customer satisfaction at the PT Bank Central Asia Tebet Barat Branch Office. This is a quantitative study, as it focuses on numerical data processed using statistical methods. Data was collected via a survey using incidental sampling. The study population consisted of 62 individuals, with a sample size of 62 respondents. Analysis of the simple regression equation for the two variables yielded the formula Y = 31 + 0.3244X. It can be concluded that digital services (X) have a positive influence on customer satisfaction (Y). The product-moment correlation coefficient was 0.629, indicating a strong positive relationship between digital services and customer satisfaction. Additionally, the relationship between product differentiation and consumer loyalty—measured by the coefficient of determination—was found to be 39%; hypothesis testing revealed a calculated t-value (t-count) of 6.271 against a critical t-value (t-table) of 2.000, leading to the acceptance of the alternative hypothesis (Ha) and the rejection of the null hypothesis (Ho).]]>
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