This study aims to analyze the influence of the Characteristics, perception and customer satisfaction with insurance decision making at Puskemas Randudongkal Pemalang. This study uses quantitative research methods, non-probability sampling techniques, obtained through purposive sampling. The sample of this research is of 102 respondents. The research method used in this research is multiple regression analysis. The results of the analysis show that the characteristics, perceptions and customer satisfaction partially have a significant positive effect on insurance decision making. Next analysis in a manner simultaneous showing that Characteristics, perception and satisfaction consumer take effect to insured decision. While the variability of all variables has an influence on the keputusan insurance decision by 17.3%.