Abstract
This study examined the influence of four independent variables; brand image, design, feature, and price on consumer behavior in deciding to buy Apple iOS smartphone. It was conducted by taking sample on Apple iOS smartphone owners in Surakarta, Indonesia. It also found that the four independent variables ie brand image, design, features, and price indicate their ability to influence consumer purchasing decision in a positive direction. Surprisingly, the researcher found out that price variable has the strongest influence on the consumer buying decision on Apple iOS smartphone. Otherwise, the researcher specifically found that feature variables have the weakest ability to influence purchasing decisions. Therefore, this study suggests to the management of the company to evaluate the price offered to be affordable by consumers. The way is the company's management can conduct periodic price evaluation as well as evaluating the target market.