Several things are determine by choice of consumers on smartphone is processor speeds,to run an application the amount of memory, the magnitude of storage capacity, the degree of clarity during screen to the degree of clarity camera, the prices of service purna sell, and the ease of use. this time the system ofoperations much used is android for android is oper source, android there are some versions, namerly the android donut, eclair, froyo, gingerbread, honeycomb, ice cream sandwiches, jelly bean, and key lime pie. when this smartphone android of a vendor local and vender of imports. different examples of brand smartphone android consisting of samsung, LG, lenovo, sony, HTC, oppo, mito, imo, beyond, advan, SPC, aicatel, polytron, huawei, nexia, acer, dgetel, GT-mobile, asus, cross, philips, tiger, toot, i-mobile, motorola, dell, asia phone, maxstron, ZTE, ti-phone, k-touch, mobile, HT, d-one, ivio, venera, haier, micxon, O2, tabulet, venera, zyrex, movi, and sartfren. competition smartphone it is global in nature. every manufacturer smartphone trying to keep smartphone the result of this production be the best in the market. hence, procedur smartphone using advertising, distribution and cooperation with several operators (bundling) to attract customer. each company smartphone having indentification and market segmentation cloistral. somre companies have smartphone the marget target for the user upper-class by trying to issue theit best products. currently exceed bethe smartphone android operating system user other brands because variations that may be selected by them. android easily operated for various activities good work browse:maen games,chatting. any smartphone android can easily linked with order electronic equipments as laptop, smart tv, and air conditioner. reliability of the tests X1.1, X1.2, X1.3, X1.4, X1.5 fot product packaging and features can be said realibility because of the value of cronbach alfa (a) is above 0.60 or approaching one. reliability tes of Y1, Y2, Y3, Y4 for purchasing decisons and we can say the reliability because the value of cronbach alpa up 0.60 or approaching one. there is the value signifinance of ANOVA table is smaller than 0,045 or a = 0.05. so the hypothesis is rejected at least means there is 1 x variables that affect the variable y with a confidence level of 95%. from the result of processing the SPSS can be known that there is a significant influence of the features and appearance of items in a multiple regression equation. this is confirmed by the absence of elements ofmulticollinearity, normality and heteroskedastisitas so that the result of the processing as a whole away from the classical assumptions. the result of this study demonstrate the look of the product affect the student campus of X in making purchases, while smartphone product features do not have influence on product purchase smartphones.