Indonesia as a large country undeniably become one of the biggest potential market for any kind of industries unexceptionally the insurance industry. The data shows that the working population projected will reach 200 million by 2035 and it is a good sign for the growth opportunity of insurance industry. However, in 2019 the growth of life insurance customers fell down by 9,1%showing that the life insurance market situation doesn’t seem going to the positive direction in general. Hence, there’s some pressure for the insurance companies to highly focus on the quality of insurance agent that still play crucial role in retaining the customers of life insurance. This research aims to analyze the influence of agent character and relational selling behavior on customer loyalty that is intermediated by relationship quality to 100 buyers of life insurance product in Jakarta. Using the quantitative analysis, this research utilized Partial Least Structural Equation Modelling (PLSSEM) to analyze the data. The findings signify that there’s positive and significant relationship between variables. Similarly, the agent character and relational selling behavior have positive and significant influence on relationship quality. Thus, the relationship quality has positive and significant influence on customer loyalty. The result of this research is expectedly will support prior empirical literatures and theories related to life insurance industry by providing information and new perspectives from the side of customer of life insurance.


Keywords: Life Insurance, Agent Character, Relational Selling Behavior, Relationship Quality, Customer Loyalty