This study aims to determine the effect of independent variables of product quality, promotion, electronic word of mouth and celebrity endorser on the dependent variable of purchasing decisions on Somethinc product consumers in Purwokerto City. The population of this study were consumers who had purchased Somethinc products in Purwokerto City, and a sample of 106 respondents. The research method used quantitative with purposive sampling technique. The software used is Smart PLS 3 with descriptive statistical analysis testing, convergent validity, discriminant validity, reliability, R-square, F-square, FIT model and path coefficient. The results of this study indicate that the variables of product quality (x1), promotion (x2), electronic word of mouth (x3) and celebrity endorser (x4) partially influence the purchasing decision of Somethinc products in Purwokerto City.