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...Shs web of conferences https doi org shsconf icsh insurance policy purchase decision in surabaya indonesia sesilya kempa wiliam ardiyanto wisnu pratama and noneng rokayah sukatmadiredja faculty business economics petra christian university siwalankerto pendidikan sutan idris tanjong malim perak darul ridzuan malaysia abstract the level competition world that is getting tougher makes do a lot strategies both promotion service others consumer decisions buying policies themselves are influenced by several things this study emphasizes presence influence between company reputation product knowledge on as well variables through trust from companies data collection carried out consumers who have bought an questionnaires returned there only which can then be further processed using partial least square analysis results processing show respectively while customer itself proven to intervening variable making keywords introduction one way overcome complicated expenses due risk or uncertainty illn...