<![CDATA[Sharia general insurance has substantial growth potential in Indonesia, yet its market share remains relatively limited compared with conventional general insurance. This condition indicates the need to understand factors influencing consumers’ purchase decisions, particularly product characteristics, distribution channels, and financial literacy. This study aims to examine the partial and simultaneous effects of product, distribution channels, and financial literacy on purchase decisions for Sharia general insurance in Indonesia. A quantitative survey design was employed using purposive sampling. The study involved 107 respondents aged 25–65 years who had income and had purchased or owned Sharia general insurance. Data were collected through questionnaires using Likert-scale measures adapted from previous studies and analyzed with SPSS 27 through validity, reliability, classical assumption, and multiple linear regression tests. The findings show that product, distribution channels, and financial literacy each have positive and significant effects on purchase decisions, with financial literacy showing the strongest influence. Simultaneously, the three variables significantly affect purchase decisions, while the model explains 58.5% of their variation. The study concludes that improving product relevance, expanding accessible distribution channels, and strengthening financial literacy are essential strategies for increasing consumer purchase decisions and supporting the growth of Sharia general insurance in Indonesia more sustainably nationwide.]]>
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