This study aims to determine the influence of brand image, quality of perceptions, and lifestyle to the purchase decision of Elzatta Hijab in Yogyakarta City. Subjects in this study were consumers who had been involved in the purchase decision of Elzatta Hijab in Yogyakarta City that was at least 17 years old. Sampling technique in this study using nonprobabilty sampling with purposive sampling is sampling in this case is limited to certain types of people who can provide the desired information or in accordance with the criteria that have been determined by researchers. Data collection techniques in this study using a questionnaire with a sample of 100 respondents. This study uses multiple linear regression analysis with IBM SPSS 20 software. The results of this study indicate that the brand image has a positive and significant impact on purchasing decisions. Perceived quality have a positive and significant impact on purchasing decisions. Lifestyle has a positive and significant impact on purchasing decisions.