The purpose of this study was to examine the effect of sequential variables perceived value and customer satisfaction in mediating the effect of switching costs and service quality on the loyalty of insurance policy holders in Banda Aceh. The population in this study were all customers of PT. Asuransi Bangun Askrida Banda Aceh during 2019, totaling 2,987 people. The number of samples as many as 210 respondents with. sampling technique using probability sampling method. The results showed that of the 9 existing direct hypotheses 6 were accepted and 3 hypotheses were not significant, namely testing the effect of perceived value on customer satisfaction, the effect of switching cost on loyalty and perceived value on loyalty because it has a CR value and a P value that does not meet the minimum requirements hypothesis is accepted.