Case study at PT SahabatKaryaTeknik, this study intends to examine and analyze the "The effect of service quality, word of mouth, and perceived price on purchase decisions using AC (Air Conditioner)services is moderated by customer satisfaction in households in Jakarta. In this study, 175 participants were surveyed using a purposive sample over a 30-day period. The Multiple Linear Regression Model test tool was used with SPSS 23.0 software to assess the hypotheses proposed in this study. Testing various linear regression models reveals that customer satisfaction is significantly influenced by service quality, word-of-mouth , and perceived price variables. Each factor—service quality, word-of-mouth, perceived price, and customer satisfaction has a partial impact on each other

Keywords : Service Quality, Word of Mouth , Perceived Price, Customer Satisfaction, Purchase Decision