Brand image is an important factor in the smartphone business. Brand image is consumer’s assessment of a brand based on their interaction with the brand. In today’s technological development era, the role of smartphones in people's lives is becoming more important. This study aims to determine the effect of brand image, price, and promotion on the purchasing decisions of smartphones. The number of sample used in this study is 120 respondents who live in Denpasar and uses iPhone. The number of samples was determined by using purposive sampling technique. Data was collected by distributing google form questionnaires and analysed using multiple linear regression. The result of this study shows that brand image, price, and promotion have a positive and significant effect on purchasing decisions. Based on the study findings, in order to influence consumer’s purchasing decisions, iPhone marketers should maintain a good image of the brand, determine appropriate prices, and carry out interesting promotional activities to market iPhone products. Keywords: brand image; price; purchase decision; promotion