The purpose of this study was to determine the effect of product quality, brand image and word of mouth on iPhone purchase decisions in Purwokerto, the selection of the sample in this study was carried out by purposice sampling. Based on the criteria 100 respondents were sampled. The data analysis technique used in this research is instrument test, descriptive statistics, classical assumption test, multiple regression analysis and hypothesis testing. The results of the analysis show that product quality, brand image anda word of mouth simultaneously have a significant effect on purchasing decisions, meanwhile brand image has an effect on purchasing decisions and word of mouth factors affect purchasing decisions