The Influence of Public Literacy Level, Brand Image, and Service Quality on Customer Satisfaction in Life Insurance Products: A Case Study of the PT Prudential Prestasi Agency Binjai

Irawan, Deni
Nasution, Juliana
Syahriza, Rahmi

Electronic Journal of Education, Social Economics and Technology
Vol 6, No 2 (2025)

This study will look at how public literacy, brand image, and service quality affect customer satisfaction at PT Prudential Prestasi Agency Binjai. A quantitative method was used, with 60 respondents completing surveys and evaluating the data using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software.  The findings demonstrate that public literacy and service quality have a favorable and considerable impact on consumer satisfaction, whereas brand image has no meaningful influence.These findings show that financial awareness and service experience are more important in determining happiness than brand impression alone. The practical implication emphasizes the need to enhance financial education and optimize customer service quality to strengthen loyalty and improve overall satisfaction within the insurance industry.