This study aimed to investigate the impact of service quality and perceived value on repurchase intention, considering the mediating role of brand preference among customers of Asia Insurance Company. The research adopted a descriptive-survey design with an applied purpose. Based on Cochran's formula for an indefinite population, a sample of 196 participants was selected through convenience sampling. Data analysis was conducted using SPSS version 24 for descriptive statistics and SmartPLS 3 for inferential statistics and structural equation modeling. The findings revealed that service quality exerts a significant positive effect on both brand preference (β = 0.422, t = 5.266, p < 0.001) and repurchase intention (β = 0.336, t = 3.847, p < 0.001). Similarly, perceived value significantly influences brand preference (β = 0.585, t = 8.168, p < 0.001) and repurchase intention (β = 0.481, t = 5.626, p < 0.001). Brand preference also demonstrated a significant positive effect on repurchase intention (β = 0.314, t = 3.630, p < 0.001). Sobel test results confirmed the mediating role of brand preference in the relationship between service quality and repurchase intention (Z = 2.59, p < 0.01), as well as between perceived value and repurchase intention (Z = 2.15, p < 0.05). These findings indicate that insurance companies seeking to enhance customer repurchase intention should not only focus on improving service quality and creating perceived value but also place particular emphasis on strengthening brand preference as a transmission mechanism through which these variables exert their effects.