This study aimed to analyze: (1) the influence of lifestyle on buying decisions, and (2) the influence of the reference group on buying decisions. The population in this study are members of sidewalk vendors in Malioboro area which is a member of the cooperative Tri Dharma in the adult category (minimum 17 years) who have or have had a Toyota Avanza. The sampling method using purposive sampling. The technique of collecting data using questionnaires. Test instrument made by validity and reliability testing. Data analysis technique used is simple regression analysis. The results showed that: (1) lifestyle positive influence on buying decisions. This is evidenced by the significant value of 0.007<0.05; and beta coefficient has a positive value of 0.316; and (2) the reference group has positive influence on buying decisions. This is evidenced by the significant value 0.000 <0.05; and beta coefficient has a positive value of 0.738.