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A good quality service can foster the satisfaction of customer that in time will provide a greater benefit for the company, such as, the relationship between PT. Asuransi Jiwasraya (Persero) and its clients that if becomes harmonious, will benefit the company, and more importantly the reputation of PT. Asuransi Jiwasraya (Persero) will become better in the clients’ point of view. Purposive Sampling Method is used as the sampling method, with 50 respondents who were chosen beforehand based on several criteria, namely, clients who have experienced the benefit of insurance, either claims or complaints submitted by the clients. Path analysis and multiple linear regression analysis were used to analyze the data, with three independent variables, which are Service Quality, Price, and Corporate reputation, Purchase Decision as intervening variable, and Satisfaction as dependent variable. The result of multiple linear regression analysis shows that Service Quality, Price, and Corporate Reputation variables are the most influencing and significant factors to Satisfaction through Purchase Decision of life insurance so as to increase the productivity of PT. Asuransi Jiwasraya (Persero) Cabang Medan Utara.     Keywords: service quality, price, corporate reputation, purchase decision, satisfaction

Analysis of Purchase Decision on Satisfaction in PT. Asuransi Jiwasraya (Persero)