The purpose of this study was to determine the effect of brand image, price perception, feature and lifestyle towards purchasing decisions. The sample selection in this study was carried out by purposive sampling. Based on the criteria, there were 110 respondents who became the sample. The data analysis techniques used in this research are instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis testing. The results of the analysis show that brand image have a significant positive effect on purchasing decisions, price perception have a positive significant on purchasing decisions, feature have a positive and not significant effect on purchasing decision. While lifestyle has no positive and significant effect on purchasing decisions.