The purpose of this study is to determine the impact of product quality, brand image, and lifestyle towards purchase decision of iPhone. The analysis used an independent variable of product quality, brand image, and lifestyle. The dependent variable is purchase decision. The sample of this research are students of Pelita Harapan University. A total of 111 participants were selected through convenience sampling from students of Pelita Harapan University who using iPhone. Data were collected from the participants using a standardized questionnaire. The result show that there is a significant positive influence of product quality, brand image, and lifestyle on purchase decision of iPhone.