This study aims to determine whether the influence of the influence of Brand Awareness, Price, and Product Quality on the Purchasing Decision of Istagram Social Media. This research was conducted for two months from April to May 2020. The research method used was a survey method with a causality approach. The population in this study were students, amounting to 201 respondents. Data collection techniques using literature and questionnaire techniques. Data analysis techniques using SPSS 18.0 and AMOS 22.0 with structural equation analysis (SEM). The results show that each variable has an influence on the Istagram Social Media Purchasing Decision. So it can be said, if the higher Brand Awareness will also be higher Istagram Social Media Purchasing Decisions. Price also affects the Istagram Social Media Purchasing Decision. Likewise, the higher the quality of the product, the higher the decision to buy Istagram Social Media. The description above shows that there is a joint and significant influence between Brand Awareness, Price, and Product Quality.