This research talk about the influence of lifestyle, personal selling and reference group on consumer purchase decision and so its impact on customer satisfaction. The objective of research is in order to analyze significances a_{ structural equation modefling that is built based on theory and conseptualization of that phenomenon. The research is explanatory research that effort to test hypothesis statistically and explain it descriptively and inferentialy. Instrument of the research is questionnaire and collected by personally administered and post mail. Research population is the customer who accept the premium . The sample 183 person taken .from target population by area random sampling l,ifestyle indicated in 9 items, personal selling in I I items, reference group in 3 items, consumer purchase decision in 2 items and customer satisfaction in JO items.The result of the research is  the  lifestyle,  pesonal  selling,  reference  group  have  an sign ficant effect toward the costumer satisfaction through consumer decision making as an intervening  variable.