ABSTRACT

The purpose of the research was to analyze factors that influence customer satisfaction and loyalty towards life insurance companies. The research location was conducted in DKI Jakarta and the objects of research are life insurance companies selected based on income, profit and Risk Based Capital. A total of 208 samples are customers who have individual life insurance policies. This study used primary data from questionnaires filled out by the respondents.

Research methodology was descriptive analysis, supported by SPSS software version 25.0 and Structural Equation Modelling (SEM) analysis supported by LISREL version 8.70.

State of the art of the research is the completeness of the model that has never been thoroughly researched in life insurance companies in the province of Jakarta. The dimensions of the variables of brand meaning and brand semiotics have never been studied in life insurance companies in the province of Jakarta.

The research identified that brand meaning affects customer loyalty. Brand semiotics affects customer satisfaction and trust. Trust and customer satisfaction affect customer loyalty. Relationship marketing does not affect customer satisfaction and loyalty. Customer satisfaction does not mediate the influence of brand semiotics toward customer loyalty. Customer satisfaction does not mediate the influence of relationship marketing toward customer loyalty. Trust mediates the influence of brand semiotics toward customer loyalty.


Keywords: Brand Meaning, Brand Semiotics, Relationship Marketing, Financial Services, Life Insurance.