This research aims to examine the influence of perceived quality, brand image, perceived price and promotion on smartphone apple purchase decision. The population of this research is that consumers who ever bought iPhone. The samples in this study of 138 respondens and sampling techniques used are purposvie sampling. Collecting data techniques used questionaire. The analysis tool used is multiple linier regression analysis method. This include: validity and reliability test, hypothesis testing through F test and t test and analysis of the coefficient determinan. Based on the analysis conducted found that: testing the hypothesis by using F test can be known whether or not a model feasible. Hypothesis testing with t test shows that the four independent variables of perceived quality (X1), brand image (X2), price perseption (X3) and promotion (X4) prove positively and significantly influence the dependent variable purchase decision (Y). Adjusted R Square result is 54,4% that mean, purchase decision variables able to be explained by four independent variables.