This study aims to partially examine the effect of independent variables lifestyle, brand image, and price on the dependent variable purchasing decisions. The population in this study is the people in Purwokerto who make purchasing decisions for chatime products. The sample selection in this study was carried out by snowball sampling. Based on the criteria obtained as many as 130 respondents who became the sample. The data analysis technique used in this research is multiple regression analysis. The results of the analysis show that partially lifestyle, brand image, and price have a positive and significant effect on purchasing decisions for Chatime products.