Dampak Tarif Premi, Kualitas Pelayanan dan Brand Image terhadap Keputusan Pembelian Ulang Melalui Kepuasan Nasabah pada Pt Asuransi Jiwa BCA (BCAlife)

Josef Tomana (Universitas Pamulang)
Kasmad Kasmad (Universitas Pamulang)
Udin Ahidin (Universitas Pamulang)

MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Article in Press

Premium rates, service quality, brand image, customer satisfaction, and repurchase decisions are important factors in maintaining customer relationships within the life insurance industry. This research examines the relationships among these variables among customers of PT Asuransi Jiwa BCA (BCA Life) using a quantitative causal research design. Data were collected through questionnaires from 400 BCA Life customers selected from a population of 503,108 customers, with the sample size determined using the Slovin formula. Data analysis employed Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4.0. The findings indicate that premium rates and service quality have a positive and significant effect on repurchase decisions, whereas brand image does not significantly affect repurchase decisions. Premium rates and brand image positively and significantly influence customer satisfaction, while service quality does not have a significant effect on customer satisfaction. Customer satisfaction was reported as having no significant effect on repurchase decisions. These findings indicate that customers’ perceptions of premium value and service performance are important considerations in encouraging repurchase decisions, while brand image contributes more strongly to customer satisfaction than directly to repurchase behavior. The findings provide practical implications for BCA Life in strengthening pricing strategies, service management, brand communication, and customer retention strategies.