Smartphone industry has been in significant growth in this modern era. Nowadays,Smartphone have to practical for daily use. As in communication feature, Smartphoneallow us to call, send e-mails, allow internet access and many more. Smartphone have great impact on society’s life and simplify tasks. Purchase Decision is acknowledged by many as a huge contributor in guaranteeing a company’s profitability, in short-term and long-term. The purpose of this study is to enable company (Samsung) to know what steps to take to retain its position as top Smartphone manufacturer in Indonesia and creating an even better products for the customers. To ensure its position, Samsung has to influence costumers on purchasing Samsung’s products, in this case, influencing customers’ Purchase Decision. Data collection is done by distributing questionnaires to respondents in total of 105 Pelita Harapan University, Karawaci students undergoing bachelor degree, class 2015-2019 who are still actively studying and have been using Samsung Smartphone in a span of 3 or more years. There are three hypotheses in this study, and the results of this study find that Product Quality, Price and Promotion has a significant positive effect on Purchase Decision.