This study aims to analyze the effect of product quality, brand image, promotion, and brand ambassadors on purchasing decisions for Somethinc products in Purwokerto. In this study, the sample was taken using a purposive sampling technique, and the number of samples in this study was 96 respondents, which was determined using the Cochran formula calculation. Data collection in this study using a questionnaire distributed online via Google form. The results of the data obtained and processed using SPSS, it is found that product quality, brand image, and promotion partially have a positive and significant effect on purchasing decisions. In contrast, brand ambassadors negatively and insignificantly affect purchasing decisions. Therefore, Somethinc Company must maintain and also improve product quality, brand image, and promotion to continue to improve purchasing decisions. In addition, the Somethinc product brand ambassador must also be considered for its suitability and ability to influence consumers to make purchasing decisions, so that later it can increase purchasing decisions for Somethinc products.