This research aims to analyze the influence of brand image, price perception, and quality product toward buying decision of Yi Action Camera. The subject of the research is the consumers who aredomicilied at Yogyakarta who had already bought and used Yi Action Camera. The data collecting technique by distributing questionnaire to 100 respondents. The data analysis used in this research is multiple linear regression. The result showed that brand image, price perception and quality product simultaneously have significant influence toward buying decision of Yi Action Camera. These two variables are brand image and quality product gave positive and significant influence toward buying decision of Yi Action Camera. While the price perception gave negative and significant influence toward buying decision of Yi Action Camera.