Khusniah, RizaPebriyanto, Ganang Riski2025-01-042024-07-15APAhttp://103.209.1.147:4000/handle/PL029/3585The dynamics of the changing banking world have prompted Bank BRI to create a new transaction service pattern called BRILink Agent. This service is designed to address the challenges faced by customers requiring extended service hours, those needing access to banking facilities, and those looking to avoid long queues. The research aims to understand how service quality and perceived ease of use affect customer loyalty among Generation X customers at BRILink Agent Giyanto Sungai Harapan. The quantitative study inland involves Generation X customers aged 43 to 53 who use the services at BRILink Agent Giyanto Sungai Harapan. Non-probability sampling with purposive sampling was used to collect data through hybrid questionnaires distributed offline using paper and online via Google Forms. The collected data was analyzed using IBM SPSS Version 20. The research findings indicate that service quality (X1) and perceived ease of use (X2) significantly and positively influence customer loyalty (Y).enSOCIAL SCIENCES::Business and economicsArticleNIM4122001064NIDN9900003055KODEPRODI63311#ADMINISTRASI BISNIS TERAPAN