The purpose of this study was to analyze the influence of word of mouth, brand image, lifestyle and product quality on purchasing decisions of iPhone smartphone users in Purwokerto. This type of research uses quantitative. The population in this study were UMP, UNSOED, and UIN SAIZU students with a population of 55,297. The selection of samples in this study was carried out using the Accidental sampling method. Based on the respondent criteria, 130 respondents were obtained with data collection techniques through questionnaires. Data analysis techniques used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis tests, determination coefficient tests, F tests and t tests. The results of this study indicate that word of mouth has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, lifestyle has a positive and significant effect on purchasing decisions and product quality has a positive and significant effect on purchasing decisions.