This study aims to analyze and compare customer satisfaction between conventional and digital banks in Indonesia, focusing on the role of customer loyalty as a mediating variable. The research examines the influence of innovation, security & trust, and customer relationship management (CRM) as independent variables on customer satisfaction. Customer loyalty is positioned as a mediator to understand its role in enhancing the relationship between the independent variables and customer satisfaction. Data were collected through surveys distributed to customers of both conventional and digital banks across Indonesia. This research data was analysed using SMARTPLS, and the results indicate that innovation, security and trust, and CRM significantly influence customer satisfaction, both directly and indirectly through customer loyalty. Furthermore, the study highlights notable differences in the strength of these relationships between conventional and digital banking sectors, offering insights into how each banking model can optimize strategies to improve customer satisfaction
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