Objective - This research aims to the quantitative approach to know which variable in planned behavior theory influences intention to purchase health care insurance in Indonesia.

Methodology/Technique - This research methodology is quantitative, and data mining methodology and data will be derived from primary data and 149. This research also uses PLS-SEM and SMARTPLS 4.

Findings - From the result model, the subjective norm is negatively influenced to intention to purchased health care insurance, because higher income, more expense that needed for family and also almost from the respondent has already covered the health care insurance from the office, so it's not needed to adding new health insurance. From the perceived behavior control, which has domicile and industry, Domicile has n has a negative value (-0,691) because The farther you live from the insurance company, the slighter the possibility of taking out insurance, and indicator industry is positive (0,874), because most of the respondent come from banking, education, and insurance, whether the insurance literacy is good. And in subjective norm, the income indicator has very high value (0,979), so the income is very influenced to intention to purchase health care insurance. The novelty from this research is the status of married and how many family responsibilities.

Novelty - In subjective norm, the income indicator has a very high value (0,979), so the income is very influenced to intention to purchase health care insurance. The novelty of this research is the status of marriage and how many family responsibilities.

Type of Paper - Empirical

Keywords: Health care Insurance, Planned Behavioral Theory.

JEL Classification: D11, D24, E30.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol9.1_5.html

DOI: https://doi.org/10.35609/jmmr.2024.9.1(5)

Pages 49 – 56