This study aims to analyze the effect of brand awareness, perceived quality, brand association, perceived quality and brand loyalty on purchasing decisions for Samsung mobile phones at Muhammadiyah University Purwokerto students, and to determine differences in purchasing decisions based on gender. The selection of this research sample uses purposive sampling. The sample of this research is 110 respondents. The method used in this research is multiple linear regression and independent sample t test. The results of the analysis show that simultaneously the variables of brand awareness, perceived quality, brand association, perceived quality and brand loyalty have an effect on purchasing decisions. For the partial test, the variables of brand awareness, perceived quality and brand loyalty have a positive and significant effect on purchasing decisions, while the brand association variables have no partial effect on purchasing decisions. For the independent sample t test, it shows that there are significant differences in purchasing decisions based on gender on purchasing decisions.