This study aims to analyze the influence of characteristics, trust and customer satisfaction on insurance decision making at Puskemas Belik Pemalang. This study uses quantitative research methods, non-probability sampling techniques, obtained through purposive sampling. Sample research this amounting to 99 of respondents. The research method used in this research is multiple regression analysis. The results of the analysis show that the characteristics, trust and satisfaction of secara consumers partially have a significant positive effect on insurance decision making. Next analysis in a manner simultaneous showing that Characteristics, trust and customer satisfaction affect insurance decisions. While the variability of all variables has an influence on the decision to be insured by 16.3%.