Quest Journals Journal of Research in Business and Management Volume 10 ~ Issue 8 (2022) pp: 150-157 ISSN(Online):2347-3002 www.questjournals.org *Corresponding Author: Dian Yoga Angga Wijaya 150 | Page Research Paper Influence of Quality of Service, Product Innovation, and Satisfaction on Customer Loyalty Dian Yoga Angga Wijaya, Abadi Sanosra, Sumadi, Nurul Qomariah Universitas Muhammadiyah Jember ABSTRACT This study aims to determine and analyze the effect of product innovation, service quality and customer satisfaction on customer loyalty at PT. Maybank Banyuwangi Branch. The population in this study were all customers of PT. Maybank Banyuwangi Branch which until April 2021 totaled 1,613 people. Based on the Slovin formula with a standard error of 10%, a sample of 100 customers was obtained. The measuring instrument used is a questionnaire which will be tested by testing the validity of the data and testing the reliability of the data. Testing the research hypothesis using SEM analysis with Smart PLS 3.0. The results of the study stated that product innovation, service quality and customer satisfaction had a positive and significant influence on customer loyalty at PT. Maybank Banyuwangi Branch. KEYWORDS: innovation; service quality; customer satisfaction; customer loyalty; bank. Received 10 July, 2022; Revised 24 August, 2022; Accepted 26 August, 2022 © The author(s) 2022. Published with open access at www.questjournals.org I. INTRODUCTION The Covid-19 pandemic that has passed still leaves an impact on all sectors, including the banking industry. Currently the banking sector is facing increasing, varied, and dynamic challenges which are caused by the impact of large-scale social restrictions. The banking industry is the main key to launch and implement government and community programs in all fields. The challenges not only come due to the Covid-19 pandemic, but the increasing number of new banks that have sprung up is one of the challenges that must be faced in the banking industry. A bank is a financial institution that functions as an intermediary between two parties, namely those who are considered to have excess and lack of funds (Qomariah, 2015). Banks, which are institutions engaged in services, must be able to provide good service to each of their customers. Every bank must be able to create and develop management and improve performance in order to formulate the right strategy and must be accountable by adhering to existing business ethics so that the bank can retain its customers. Customers who persist to continue to make purchases at one company can help guarantee companies to gain profits keuntungan (Mu’ah & Masram, 2014). This is because customer loyalty is one of the best marketing and will definitely be able to attract the attention of both customers and potential consumers (Tjiptono, 2011). Loyalty is a commitment given by customers to the company based on a positive nature in long-term purchases (Lupiyoadi, 2013). One effort that can be used to build consumer loyalty is to provide good service quality, product innovation and satisfaction to its customers. According to (Kotler, 2019), service is an action given by one party to another. In the banking industry, services cannot be separated from the product, but the services provided are from the pre-purchase stage to the post-purchase stage. Service quality is an aspect that can be measured by customers by comparing the service they expect with what they get (Lupiyoadi, 2013).The good quality provided by the service provider will give a distinct impression to the customer. Customers who are happy with the service received, the customer will automatically re-purchase the service or product that has been felt. Research on the relationship between service quality provided by service providers and customer loyalty has been widely carried out. The results of the research are also still different from one study to another. Research conducted by: (Saidani & Arifin, 2012),(Soegoto, 2013), (Chinomona et al., 2014), (Munisih & Soliha, 2015), (Supertini et al., 2020), (Affandi & Sulistyawati, 2015), (Lie et al., 2019), (Qomariah, 2018b), (Suarniki & Lukiyanto, 2020), (Giantari et al., 2021), (Qomariah, 2018a), (Maskur et al., 2016), (Soliha et al., 2019), (Purwati & Hamzah, 2019), (Nursaid et al., 2020b), (Mulyawan & Rinawati, 2016), (Caceres & Paparoidamis, 2007), (Shanka, 2012), (Kassim & Asiah