This study aims to test and analyze the influence of service quality, customer relationship, and customer satisfaction, and customer loyalty in PT Prudential Life Assurance. Adapataata used is the data of the 10 largest insurance in Indonesia during the last 3 years (January 2014 - December 2016). The research method used is quantitative. For sampling using Slovin formula. From population of 133 consumers of PT Prudential Life Assurance in Best One Agency Jakarta, 100 consumers met this criterion as a sample. The analytical tools used is multiple linear regression. The results showed service quality, customer relationship, and customerr satisfaction simultaneously (simultaneously) affect customer loyalty. Partially, service quality, customer relationship, and customer satisfaction have a significant positive effect on customer loyalty. And of the three variables diguanakan, customer satisfaction that has the most influence on customer loyalty.