The research aims to analyze the influence of product quality, product innovation, promotion and brand image on the purchasing decisions of students using Samsung smartphones at Muhammadiyh University, Purwokerto. This research is a type of quantitative research with data collection techniques through questionnaires using a likert scale. Sampling in this study used a nonprobability sampling technique using a purposive sampling metod. Based oon the respondent criteria, there were 108 respondents. Hypothesis testing in this research uses the classical assumption test and multiple linier regression with the SPSS version 26 program. The result of this research partially show that product quality, product innovation and promotion do not have positive and significant effect on the purchasing decisions of students using Samsung smartphones at Muhammadiyah University, Purwokerto, whereas Brand image has a positive and significant effect on the purchasing decisions of students using Samsung smartphones at Muhammadiyah University, Purwokerto.