This study aims to examine the effect of partially and simultaneously the independent variables of life style, social factors and personal factors on the dependent variable of purchasing decisions. Sample selection in this study was done by purposive sampling. Based on the criteria obtained as many as 120 respondents who became the sample. The data analysis technique used in this research is descriptive statistical test, validity test, reliability test, classical assumption test, multiple regression analysis, and hypothesis testing.
The results of the analysis show that simultaneously lifestyle, social factors and personal factors have a positive and significant impact on purchasing decisions on Samsung smartphones. Show that partially lifestyle has a positive and significant effect on purchasing decisions on Samsung smartphones, social factors have a positive and significant effect on purchasing decisions on Samsung smartphones, personal factors have a positive and significant impact on purchasing decisions on Samsung smartphones.