One factor that could help the company in maintaining customer satisfaction with services LBPP LIA is purchasing decisions. If the expectations of consumers is reached at the time of purchase, the consumer is not likely to be satisfied and will remain loyal to the product. Word of Mouth is the impact of the provision of consumer information to others about a product or service. Advertising effectiveness is the extent to which conditions the effects of advertising messages delivered by the company to attract the attention and interest of consumers. The company's reputation is an assessment of employees, customers, suppliers, distributors, competitors and the public. Trust is the extent to which consumer trust and confidence in using a product or service. A purchase decision is made consumer selection stage in the decision to use a product or service.
This research uses descriptive method with the type of primary data. The data were obtained from questionnaires to students in LBPP LIA Tembalang. Data analysis was carried out to 100 respondents using SPSS 22. Test the quality of the data using validity and reliability test, classic assumption test using normality test, multicollinearity, and heteroscedasticity test, hypothesis testing using multiple linear regression analysis, the coefficient of determination, statistical test F and test Statitik t.
The results of this study showed that simultaneous purchase decision, word of mouth, advertising effectiveness, the company's reputation and the confidence effect on customer satisfaction. Partially word of mouth, advertising effectiveness, corporate reputation and trust influence on purchase decisions. Partially purchase decision, word of mouth and trust influence oncustomersatisfaction.
Keywords: Purchase Decision, Customer Satisfaction, Word Of Mouth, Ad Effectiveness, Corporate Reputation, and Trust.