<![CDATA[This study aims to investigate how lifestyle, income, religiosity, and trust influence the decision of millennials in Medan City to choose Islamic insurance. A quantitative approach was adopted using an explanatory research design. The study focused on millennials aged 30 to 45 years, with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4. The results indicate that lifestyle and income have a positive and significant influence on the decision to choose Islamic insurance. In contrast, religiosity and trust do not have a significant influence on the decision. The R-Square value of 0.570 indicates that the independent variables explain 57% of the variation in the decision to use Islamic insurance, while the remaining 43% is explained by other factors outside the research model. These findings indicate that financial factors have a more prominent role than non-financial factors in influencing millennials’ decisions to choose Islamic insurance.]]>
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