This research aims to examine the effect of brand image, price and lifestyle on iPhone purchasing decisions. The research design used in causal research. The subjects in this study were STIEM Bongaya Makassar student consumers who use smartphones with the Iphone brand. While the objects in this study are brand image (X1), price (X2), lifestyle (X3) and purchasing decisions (Y). The population in this study were all students of the 2020-2021 class of Management at STIEM Bongaya Makassar. A total of 642 people. There are so many populations in this study, to facilitate data collection, it is necessary to take research samples. The sample was taken by purposive sampling so that the total sample of this study was 72 respondents. The data collection technique used in this study was a questionnaire and analyzed using multiple linear regression techniques. The results of the study found the results of the study found that simultaneously brand image, price and lifestyle have a significant effect on purchasing decisions, that brand image and lifestyle had a significant effect on purchasing decisions, while price had no significant effect on purchasing decisions.