This study aims to analyze the influence of perceipt quality, price perception, variety seeking and competitor products advertisements on decision of brand switching from lenovo mobile phone to xiaomi mobile phone in Yogyakarta This research was conducted with a total sample of 76 respondents, determined by sampling techniques using non-probability sampling techniques with a purposive sampling method and distributing questionnaires to respondents using Google Forms. The analysis tool used is the SPSS (Statistical Package for the Social Sciens) with the IBM SPSS software program (Statistical Package for the Social Sciens) Statistics 25. Based on the results obtained that perceipt quality, price perception, variety seeking, and competitor product advertisements together have a positive and significant effect on smartphone brand switching decisions, perceipt quality has a negative and not significant effect on smartphone brand switching decisions, price perception has a positive effect and significant for smartphone brand switching decisions, variety seeking has a positive and significant effect on smartphone brand switching decisions, and competitor product advertisements have a positive and significant effect on smartphone brand switching decisions.