The purpose of this research is to analyze the effect of lifeage, reference groups, and online customer reviews on purchasing decisions. The selection of the sample in this study was carried out by purposive sampling. Based on these criteria, there were 106 respondents who were sampled. The data analysis technique used in this research is instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis testing. The results of the analysis show that lifeage has a positive effect on purchasing decisions, reference groups have a positive effect on purchasing decisions, while online customer reviews have no positive effect on purchasing decisions.