The purpose of this study was to determine the effect of brand ambassador, trust and
easiness towards purchasing decisions on smartphone Xiaomi. This research was
using quantitative research. This population in this research are UMP, UNSOED and
UIN SAIZU students. Sample in this research are student who have been purchased
smartphone Xiaomi. Based on the criteria, there were 133 respondents who became
the sample on UMP, UNSOED and UIN SAIZU student. The data analysis techniques
used in this research are instrument test, descriptive statistics, classical assumption
test, multiple regression analysis, goodness of fit test and hypothesis testing. The
results of the analysis show that word of mouth and brand awareness have positive
effect and significant on purchasing decisions, but brand image and product quality
doesn’t influence purchasing decisions.