This study aims to analyze the effect of Lifestyle, Brand Image and Word of Mouth on Purchasing Decisions on Samsung Smartphone users to students in Purwokerto. This study uses quantitative research methods, the selection of samples in this study was carried out by purposive sampling is a method of determining the sample based on certain criteria. Based on the criteria obtained as many as 120 respondents who became the sample. The data analysis technique used in this research is Multiple Linear Regression. The results of the analysis show that simultaneously Lifestyle, Brand Image and Word of Mouth have an effect on Purchase Decisions. For the partial test, the variables of Lifestyle, Brand Image and Word of Mouth have a positive and significant effect partially on purchasing decisions.