The purpose of this study was to the effect of advertising, product perception, price perception, brand trust on "ouval research" purchase clothing decisions online through social media instagram. The subjects in this study were consumers who had shopped at instagram in last e months. In this study a sample of 120 respondents were selected using the Nonprobability Sampling method and Purposive Sampling technique. The analytical tool used is multiple linear regression using the SPSS. Based on the analysis that has been done, the results show that the advertising, product perception, price perception, brand trust has a significant effect on purchasing decisions, advertising has a significant effect on purchasing decisions, product perception has a significant effect on purchasing decisions, price perception has a significant effect on purchasing decisions, brand trust has a significant effect on purchasing decisions