Hell is a punishment for a person's sin, it is a judgement against sin that people posses. The way out of such a predicament is the acceptance of Christ as savior. So yes people having unforgiven sin, send themselves to hell. People who want nothing to do with God in this life, want in the next, and because life is eternal sinners get their own place, unpleasant as it.
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God loves those who believe and those who do not and the same goes for me, you have no choice in this matter. That puts the matter of total free will to rest.