The purpose of this study was to determine the effect of lifestyle, brand image, and
product quality on purchasing decisions in studies of iPhone product users among
UMP, Uin Saizu, and Unsoed students. The selection of the sample in this study was
carried out using a purposive sampling technique. Based on the criteria, 100
respondents were sampled. The data analysis technique used in this research is
descriptive statistics, instrument test, classical assumption test, multiple regression
analysis and hypothesis testing. The results of the analysis show that simultaneously
lifestyle, brand image, and product quality influence purchasing decisions. Then
partially lifestyle does not have a positive effect on purchasing decisions, Brand
Image has a negative and not significant effect on purchasing decisions, and
Product Quality has a positive and significant effect on purchasing decisions.