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The purpose of this study is to develop a comprehensive model by measuring the influence of cultural, social, personal and psychological on consumer decisions in purchasing decisions for bancassurance. This research applies a descriptive research design using survey methods. Sampling uses convinient sampling as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence of the significance of the overall model and predetermined pathway. The findings show that cultural and social factors have a positive relationship but do not have a significant effect on purchasing decisions for bancassurance. Further findings show that personal and psychological factors have a positive relationship and have a significant influence on purchasing decisions for bancassurance.
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