This research is a quantitative research to find on out the effect of lifestyle, price and product innovation toward purchase decision. The object of research was users of the vans shoes with the sample 97 respondents. The technique of collecting data is purposive sampling and the technique of analyzing the data was by validity and reliability test, classical assumption test, multiple regression analysis and hypothesis test. The result of the research showed that lifestyle affected partially positive and significant on the purchase decision, the price affected partially positive and on purchase decision. then product innovation affected partially positive and significant toward purchase decision.