This research aims to determine the influence of brand awareness, brand association, brand loyalty and perceived quality on purchasing decisions. This research uses quantitative methods, the sampling technique uses Non-Probability Sampling with a purposive sampling approach and the sample size is 109 respondents. The analysis used is multiple regression analysis. The results of this research show that brand awareness, brand association, brand loyalty and perceived quality have a positive and significant effect on purchasing decisions. Based on the results of the adjusted R2 coefficient of determination test, it shows that the influence of brand awareness, brand association, brand loyalty and perceived quality on the decision to purchase a Samsung smartphone is 52,2%, and the remaining 47,8% is influenced by other variables not studied.