This study aims to analyze brand equity, reference group and lifestyle on purchase decisions of Oppo Smartphones in Majenang District. The sample used in this study were consumers of Oppo smartphones in Majenang District. The Sampling technique used in this study was the purposive sampling method that study generated 100 respondent. Based on the partial test, the results of this study showed that brand equity and lifestyle have a significant and positive effect on purchase decisions. In contrast, the reference group has no significant effect on purchase decisions.