ABSTRACT: Pawnshop is one of the non-bank financial institutions that is an alternative for the community in meeting short-term
needs. In this pawnshop business, there are many products that can be offered, one of which is gold investment. This study has
five objectives, namely the first: to determine the effect of promotion on customer satisfaction, Second, to determine the effect
of service quality on customer satisfaction, Third, to determine the effect of promotion on customer loyalty, Fourth, to determine
the effect of service quality on customer loyalty, Fifth , to determine the effect of customer satisfaction on customer loyalty. This
research was conducted at the pawnshop PT. Pegadaian (Persero) Bondowoso Branch Office. The research sample was
determined by 100 respondents using purposive sampling technique. Data analysis to achieve research objectives using Structural
Equation Model using WarpPLS 5.0. The results of the study after calculating with WarpPLS 5.0. shows that (1) promotion and
service quality have a significant effect on customer satisfaction, (2) promotion has a significant effect on customer loyalty, (3)
service quality has no significant effect on customer loyalty, (4) customer satisfaction has an impact on customer loyalty.
KEYWORDS: promotion, service quality, satisfaction, loyalty, pawnshop