<![CDATA[Objectives: This study examines the effects of persuasive communication and agent personal branding on customer loyalty and evaluates customer trust as a mediating mechanism at PT Bhinneka Life Indonesia.Methodology: A quantitative causal survey was conducted with 185 active customers of KPA Bona Indah who had interacted directly with insurance agents. Data were analyzed using PLS-SEM in SmartPLS 4.Finding: Persuasive communication and agent personal branding significantly increased customer trust. Agent personal branding and customer trust significantly increased customer loyalty, whereas the direct effect of persuasive communication on loyalty was not significant. Trust fully mediated the persuasive communication-loyalty relationship and partially mediated the personal branding-loyalty relationship. The model explained 71.9% of customer trust and 88.1% of customer loyalty.Conclusion: Life insurance loyalty is strengthened when persuasive communication and a credible professional image first develop customer trust. Companies should prioritize agent communication, personal branding, and relationship-building programs.]]>
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