<![CDATA[This study aims to determine the effect of premium prices, service quality, and brand image on customer decisions at PT Asuransi Jiwa Bca (BCA life). This research method uses quantitative with a sample obtained from 75 respondents; the sampling technique in this study is probability sampling from the population, namely the process of determining samples based on coincidence in customers at PT Asuransi Jiwa Bca (BCA life) with the data analysis method using SPLS. The results of the study indicate that premium prices have a positive effect on customer decisions. Then, the quality of service has a positive impact on customer decisions. The brand image also has a positive effect on customer decisions. It is recommended that companies implement a value-based pricing model strategy that considers the perception of value from customers, not just the cost of the product. Then, it is recommended that digital customer service such as chatbots, mobile apps with real-time claim and tracking features, and digital- based education be integrated. It is necessary to implement an integrated communication strategy (integrated marketing communication) that is consistent across all communication channels, both online and offline. Penelitian ini bertujuan untuk mengetahui pengaruh harga premi, kualitas pelayanan dan brand image terhadap keputusan nasabah di PT Asuransi Jiwa Bca (BCA life). Metode penelitian ini menggunakan kuantitatif dengan sample yang diperoleh 75 responden, Teknik penarikan sampel dalam penelitian ini adalah probability sampling dari populasi yaitu teknik penentuan sampel berdasarkan kebetulan di nasabah di PT Asuransi Jiwa Bca (BCA life) dengan metode analisis data menggunakan SPLS. Hasil penelitian menunjukkan bahwa harga premi berpengaruh positif terhadap keputusan nasabah. Kemudian kualitas pelayanan berpengaruh positif terhadap keputusan nasabah, dan Brand Image berpengaruh positif terhadap keputusan nasabah. Disarankan perusahaan perlu melakukan menerapkan strategi model value-based pricing yang mempertimbangkan persepsi nilai dari nasabah, bukan semata-mata biaya produk. Kemudian disarankan mengintegrasikan digital customer service seperti chatbot, mobile apps dengan fitur klaim dan tracking real-time, serta edukasi berbasis digital. Perlu menerapkan strategi komunikasi terpadu (integrated marketing communication) yang konsisten di seluruh kanal komunikasi, baik online maupun offline.]]>
