This study aims to analyze the effect of brand image, price perception, and product quality simultaneously on purchasing decisions, brand image on purchasing decisions, price perceptions of purchasing decisions, and product quality on purchasing decisions. The subject of this research is active S1 students in the Special Region of Yogyakarta who have made purchases and used iphone products for a minimum of 1 year with a sample of 100 respondents with a purposive sampling technique with SPSS 25.0 for Windows Software. The results of this study indicate that brand image, price perception, and product quality simultaneously have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, price perception has a positive and significant effect on purchasing decisions, and product quality has a positive and significant impact on purchasing decisions.