ABSTRACT: This paper discusses the causal relationship between brand equity, product quality and service quality on customer satisfaction, with customer pride as an intervening variable. The researcher proposes a new concept and wants to explain the role of customer pride as an intervening variable. The analysis uses a structural equation model on 384 respondents who were taken using the Lameshow provisions, from the population of BNI bank customers in Surabaya, Indonesia. The respondent’s criteria are customers who are active in saving for at least 1 year, while the sampling method uses purposive sampling.
The findings indicate that the proposed concept is accepted, and the results of the analysis show that customer pride is a good intervening variable and contributes positively to the relationship between brand equity, product quality and service quality with customer satisfaction. Research also proves that brand equity, product quality and service quality have a positive influence and contributed to customer pride, and product quality has a dominant influence on customer pride.

KEYWORDS: – brand equity, product quality, service quality, customer pride, customer satisfaction