摘要：This research intends to predict factors that drive consumer to buy insurance policy, based on consumer behavior model by Howard. The main variable used in this research is buying decision. In addition, this study also includes information, brand image, confidence and atitude as the control variables. The analysis unit is exclusive insurance policy in Biak region. The data is collected by using questionaire. The test of simple regression models is used to test the hypoteses. The first finding shows that information is unsignificant to influence confidence and atitude, but statistically significant to influence brand image. The second, finding revedis that brand image is statistically prevent as a significant factor to influence confidence and atitude. Third, confidence and atitude are statistically significant factor to influence buying decision. Based on the finding of the research, it is suggested that spreading information to develop customer’s understanding and awareness on insurance benefit is the key succes for insurance company.
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