<![CDATA[Individuals are inevitably exposed to various risks that may result in financial losses for themselves and others. Therefore, risk prevention and management are important, one of which can be achieved through participation in insurance programs. However, insurance ownership among Indonesian people remains relatively limited. This study aims to analyze the influence of income, occupation, age, and education on individuals’ decisions to purchase health insurance. This research employed a quantitative approach supported by library research. Data were collected by distributing questionnaires through Google Forms to 35 customers of a private insurance company using a random sampling technique. The data were processed using SPSS version 21 and analyzed using multiple linear regression analysis. The results of the F-test indicate that income, occupation, age, and education simultaneously influence health insurance purchase decisions. Furthermore, the results of the t-test show that income, occupation, age, and education have a significant influence on health insurance purchase decisions. Among these factors, occupation was found to be the variable with the strongest influence on health insurance purchase decisions.]]>
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