EFFECT OF ADVERTISING MESSAGE AND CUSTOMER TRUST AND ATTITUDES CONSUMERS ON PURCHASE DECISIONS SERVICES AND COSTUMER LOYALTY IN USING SERVICES PERTAMINA HOSPITAL IN BALIKPAPAN

This study aims to determine the effect of the influence of advertising messages, consumer trust and consumer attitudes towards the purchase decisions services and consumer loyalty in using Pertamina Hospital services in Balikpapan. Data analysis tools used in this study are Partial Least Square (PLS) with the help of SmartPLS 3.0 software. The results of this study indicate: (1) Advertising messages have a positive and significant effect on consumer decisions, (2) Advertising messages has a positive and significant effect on Customer Loyalty, (3) Consumer Trust has a positive and significant effect on Purchase decisions, (4) Customer Trust has a positive and significant effect on Customer Loyalty, (5) Consumer Attitude has a negative and insignificant effect on Purchase decisions Services, (6) Consumer Attitude has a positive and significant influence on Customer Loyalty, (7) Decision on Using RSPB Services gives positive and significant influence on Customer loyalty.

educational, and can make a person more clearly and understand about the ministry of health who would they get.
Internet became a media that powerful to commercialize or do promotional products -products goods or services, so that the users Internet can see, to know, to be interested to use the products or services are displayed. Hospital center Pertamina Balikpapan using media social as a means to advertise services that exist at hospital the center of Pertamina Balikpapan.
Destination marketing hospital is introducing hospital in the community area, inform clearly about the facilities and capabilities of service that is owned by hospitalness in the community and all the people hospital, shaping and fostering the image of hospital with the trust and appreciation of society against the ability of hospitalness, utilization of resources southwest hospital is optimal and besides it was hospital also expect the increase in earnings. However, the management of marketing is not to be applied is free in the field of hospitalness, especially in applying the promotion. There are restrictions or ethics that must be obeyed as the ethical promotion of hospitalness.
Confidence against the officer of health at Hospital is one of the factors of trust towards hospital in general. According to Susilowati (2011) trust is an important point for a nurse. Care nursing that good when it can be measured through the trust that was given by the community. Society has been able to assess the standard of practice that given the nurse, then ethics and professionalism. If the standard is not met, then the community no longer believes.
According to Morgan and Hunt (2008) aspects of trust in the ministry of health in Hospital is the level of confidence of patients to the ability of the home ill to meet the expectations of the patient or the extent to which the patient believes to expertise that owned the hospital. It it can be demonstrated by the confidence of patients to the credibility of the Hospital, guarantee service as well as the intention either of the parties Hospital.
The objectives of this research is to find out effect of advertising message on purchase decisions, effect of advertising message on customer loyalty, effect of customer trust on purchase decisions, effect of customer trust on customer loyalty, effect of customer attitude on purchase decisions, effect of customer attitude on customer loyalty, and effect of purchase decisions on customer loyalty.

Literature Review Advertising message
According to Peter and Olson (2000: 181), the ad is intended to influence the affective and cognitive consumers -evaluation, feelings, knowledge, meanings, beliefs, attitudes, and the image that is associated with the product and the brand. Although the first ad will affect affection and cognition, the goal most end is how to influence the behavior of purchasing consumer.
From the definition above can be concluded that the message the ad is an effort that is made by the company to convey the meaning of a product so that the consumer can understand about the product which is then expected consumers will be attracted to a product. According to the Judge (2006: 49) the advertising message indicator can be described as follows: 1. Simple 2. Unexpected 3. Persuasive 4. Entertaining 5. Relevant 6. Acceptable Customer Trust Barnes (2003: 148) trust is the belief that someone would discover what that he wanted the self of others, and not anything that he had feared. Belief involves the willingness of a person to behave behavior specific for the belief that his partner will give you the satisfaction that he expected and a hope that is generally owned by someone that word, promise, or statement other people can be trusted.
Marketing people are interested in the beliefs that someone formulates about certain products and services, because trust compiles a product's image that influences buying behavior. If this trust is wrong and prevents buying, marketing people will issue advertisements to correct that trust (Sunarto, 2004: 107

Costumer Attitude
Attitude is the evaluation in a time long about who liked or did not like someone, feeling emotional and tendency to act against some object or idea (Kotler and Keller, 2009: 186).
Attitude is the tendency that is studied in behaving in a way that is fun or not fun to an object-specific (Schiffman and Kanuk, 2000: 222). Individuals will take a stance to give a variety of responses and actions about the effect that has been given the right by an object-specific.
Indicators attitude of consumers that used in research this is the model of attitude by Schiffman and Kanuk (2004: 225) that in the attitude there are three components, namely: 1. Cognitive Components 2. Affective Components 3. Conative component

Purchase decisions
The behavior of the purchase of consumer is the behavior of the purchase of the end of the consumer, both individual as well as home household who buy goods and services for consumption of private (Kotler and Armstrong, 2008: 158).
There are three processes to carry out decisions which are used as an indicator of research according to Aaker (2008: 225) decision of buying consumer has the indicator as follows: 1. buying stability 2. consideration in buying 3. appropriateness of attributes with wants and needs produced by the agency business that requires time that old through a process of purchasing the repeatedly mentioned. Kotler and Keller (2009: 138) defines loyalty as a commitment that held strong to buy again or subscribe more products or services specified in the future even though there effect situation and business marketing that has the potential to cause switching behavior.
Consumer Loyalty according to Timm (2001, 6: 7), states that Consumer Loyalty is an arrangement of 5 (five) elements, namely; 1. Overall customer satisfaction, 2. Customer commitment 3. The desire to become a repeat buyer. 4. The desire of customers to recommend the company to others. 5. Power hold customers to switch to a competitor.

Effect of Adveertising Message on Purchase decisions
According Sumartono (2002: 14), the message advertising is what the planned company to be delivered in its advertising and how to plan the delivery of messages that are verbal and non-verbal. Research which conducted Chukwu et al. (2019 andHaider &Shakib (2017) explains that message advertising effect against to the decision of purchase. Based on the theoretical study and the results of empirical studies it can be arranged second allegation or H 1 is: H1: Advertising messages have a positive and significant effect on Purchase decision

Effect of Advertising Message on Costumer loyalty
According to Peter and Olson (2000: 181), the ad is intended to influence the affective and cognitive consumers -evaluation, feelings, knowledge, meanings, beliefs, attitudes, and the image that is associated with the product and the brand.

Effect of Customer Trust on Purchase decisions
Barnes (2003: 148) trust is the belief that someone would discover what that he wanted the self of others, and not anything that he had feared. Research which conducted Dewi et al. (2013) and Permatasari (2016) explains that the confidence of consumers influence on Kepu decision-using services. Based on the results of the empirical study, the H3 can be arranged in this study are: H3: Costumer Trust has a positive and significant effect on purchasing decisions. Simamora (2004: 152) Attitude is the most important concept in the study of consumer behavior, by influencing consumer attitudes marketers hope to influence consumer buying behavior. Research which conducted Warayuanti & Suyanto (2015) and Mubarok (2018) explains that the attitude of consumers influence on the decision of purchase. Based on the results of an empirical study, the H5 can be compiled in this study are: H5: Attitudes of consumers affect positively and significantly to the Purchase decision.

Effect of Costumer Attitudes on Consumer Loyalty
Soeleman (2005: 115) in the attitude contained an assessment of emotional which can be like, not love, happy, sad, hate. Research which conducted Akbar & James (2012) and Bagram & Khan (2012) explains that the attitude of consumers influence on the loyalty of purchase. Based on the results of the empirical study it can be arranged H6 in this study are: H6: Costumer attitudes have a positive and significant effect on costumer loyalty.

Effect of Purchase Decision on Costumer loyalty
Kotler & Armstrong (2008: 158) the behavior of the purchase of consumer is the behavior of the purchase of the end of the consumer, both individual as well as home household who buy goods and services for consumption private. Research which conducted Krisnawati & Mahmud (2017) and Santoso & Samboro (2017) explains that the decision of buying an effect on the loyalty of consumers. Based on the results of an empirical study, the H7 can be arranged in this study are: H7: Purchase decisions services has a positive and significant effect on consumer loyalty .
Based on the development of hypotheses that have been made , the conceptual framework can be arranged as follows : Population is a collection of individuals or objects that have quality and characteristics that have been determined. The population in this study are customers of the Hospital and population number is unknown. (Sugiyono, 2013: 202) Understanding the sample is part of the number and characteristics of which are owned by the population of the samples were taken from the population that should be truly representative (represent). In determining the sample size according to Ferdinand (2014: 173) the size of the sample is determined as much as 5 times the number of indicator variables to be analyzed, where in this study there are 20 indicator variables, then: 5 x 20 = 100.

Results and Conclusion
The construct of the validity of that kind required value AVE should be above 0.50. In the Average Variance Extracted table shows the AVE value above 0.50 means that the variable instrument is said to be valid discriminant .

Estimated Structural Model (Inner Model) a) Goodness of Fit Model
Examination of the model can be seen from the value of R2 ( R-square ). This means that the model can explain the phenomenon or variations in customer satisfaction and customer loyalty can be explained by experiential marketing and customer value as for the structural model in this study as follows :

Hypothesis testing
In the smart PLS 3.0 program to find out whether a relationship has a significant effect or not is to review the T-Statistic value with an error tolerance value of 5%. The relationship is said to be significant if niilai T-Statistic> 1.96, or can also through the Pvalue with the value must be <0.05. The results of testing the hypothesis can be seen in the table below is: H7: Purchase decisions Services provide influence positively, namely by 0.295, meaning that the more high-decision using the services of the increasingly high also the level of loyalty of consumers. The t-statistic value of 3,695 (> 1.96) means that the relationship between the purchase decisions services and Consumer Loyalty is significant. Hypothesis 7 is accepted Conclusion 1. Advertising messages have a positive and significant effect on consumer decisions. Meaningful Hospital has been able to give the value of services that they offer to their customers. Hospital to be able to continue to maintain provide a value that is desirable customers and seeks to carry out an increase in the service which is able to maintain a Message Advertising in the perception of customers. 2. Advertising messages have a positive and significant effect on Consumer Loyalty.

Total effect
Meaningful Hospital has been able to give the value of services that they offer to their customers so that is able to make the customer to loyal use of the services of the RSPB. Hospital to be able to continue to defend giving Message Ads that wants its customers to maintain the level of Loyalty Consumer. 3. Customer trust influence positively and significantly to the satisfaction of consumers. Hospital should be able to maintain the experience that is gained customers in using the services of Hospital. Customer trust is one of the factors that is very important in shaping Purchase decisions Services. Hospital should be able to provide the experience positively on its customers thus able to maintain and get responses Customer Trust corresponding perception of the customer. 4. Customer trust has a positive and significant effect on Consumer Loyalty. Hospital should be able to maintain the trust that is gained customers that will remain loyal to use services of the RSPB. 5. Attitudes Consumer give the effect of negative and not significant to the Purchase decisions Services hospital, it means increased or whether the perception of the customer against the purchase decisions the services Hospital has not been able to improve the purchase decisions the services RSPB. 6. Attitudes Consumers give influence positively and significantly to the Loyalty Consumer RSPB, meaning customer perception going attitude can give the effect of loyalty to the RSPB. 7. Purchase decisions Services RSPB provide influence positively and significantly to the Costumer loyalty to the Hospital, meaning that the hospital has managed to make the consumers they become loyal.

Suggestion
1. Hospital to be able to continue to defend giving Message Ads are desirable customers and seeks to carry out an increase in the service which is able to maintain and continue to seek to provide information through the Message rent is up to date. 2. Hospital to be able to continue to defend giving Message Ads that wants its customers to maintain the level of Loyalty Consumer. 3. Confidence Consumers are obtained in deciding Using Services RSPB should be continuously maintained and working to always look for the information of what course to consumers to increase the confidence of the 4. Hospital should be able to generate attitude Consumers are good or positive to be able to maintain the level of costumer loyalty to use services of the RSPB. 5. Hospital should be able to generate attitude Consumers are good or positive to be able to obtain the value of positives in the perception of consumers. Trying to gather information that can improve consumer attitudes in deciding to use RSPB services.