Determinants Of Student’s Satisfaction On Higher Education Institution In Purwokerto (Study At Universitas Jenderal Soedirman) Alisa Tri Nawarini 1, Pramono Hari Adi 2 alisa.nawarini@unsoed.ac.id 1,2 Lecturers of Faculty Economics and Business Universitas Jenderal Soedirman Abstract. This research has the aims to analyze the effect of visual identity ,academic reputation and service quality on student satisfaction at Unsoed and how the student’s satisfaction can lead to word of mouth communication to others. This research is descriptive research with survey method by using questionnaire to collect the data. Research results show that visual identity, academic reputation and service quality has positive effects on student satisfaction and lead to word of mouth marketing for Unsoed . Based on research result, Faculty Economics and Business Unsoed should increase the way to maintaining their visual identity satisfaction by improving physical facilities ,increasing their academic reputation by expanding collaboration with external parties and enhancing service quality and increasing service quality by academic staff. If this strategies conducted well, then it will lead to word of mouth marketing to attract potential students. Keywords : visual identity, academic reputation, student satisfaction, word of mouth. 1 Introduction The development of the current era has demanded an improvement in the quality of human resources as one of the inputs for production factors needed in various sectors of livelihood. The university is a higher education institution that produces graduates who are expected to be able to contribute quality human resources as both businessmen and employees in companies. A professional workforce in their sector is in high demand due to the high demand for the provision of quality human resources. In order to address these needs, a variety of educational institutions that provide a great variety of majors have emerged. Unsoed as public higher education institution in the southern part of Java Island has taken a number of development initiatives in response to the growing intensity of competition among established universities. Higher education institutions currently need to create effective and innovative strategies to attract and retain good relationships with students as key stakeholders for universities due to the intense competition among higher education institutions. An important aspect that can be the determining factor for the sustainability of a university is the establishment of student satisfaction as the primary consumer of the university. Student satisfaction at a higher education institution can be influenced by the visual identity of the university [2], the quality of service received [3] and the reputation of the university [8]. University visual identity is one of the useful assets for universities in competing between universities to maintain the number of students to a certain level in order to maintain their status as major universities. The concept of university visual identity is a concept that refers to the concept of corporate identity. University visual identity is a strategically planned identity with the intention of getting a positive image in the community. The positive image of the university is the outcome of associations formed by the community regarding a university. University visual identity refers to the visual or physical appearance of the university including its name, logo, tagline, colors, and architectural features. University visual identity can also be in the form of community behavior about the identity of a university [2] More specifically, according to Bosch [5], the visual identity of an organization consists of all symbols and graphical elements that express the essence of an organization. Research by Baker and Balmer at the University of Strathclyde [4] highlights the importance of visual identity in formulating strategies and solving problems relevant to the physical aspects of a university. Another factor that can affect student satisfaction in studying at a university is the academic reputation of the university itself. According to [8], student satisfaction is determined by academic reputation. The third factor that affects student satisfaction in higher education institutions is the service quality received by students during their studies. Parasuraman et al [18] concluded that the consumer's perception of service quality is the outcome of a comparison between expectations and the actual service experience. The perception of the service quality received by students is a form of student interaction with academic staff, lecturer and head of department at the university . If the organization (in this case the university) is able to provide a level of service that exceeds consumer expectations, consumers will give a high rating for the quality of the services that the organization provided [15] .According to [16], an institutions can obtain student satisfaction through the quality of services provided as part of establishing a sustainable competitive advantage. ICBAE 2022, August 10-11, Purwokerto, Indonesia Copyright © 2022 EAI DOI 10.4108/eai.10-8-2022.2320895