The rapid development of technology has an impact on all areas of life including the field of communication. The development of communication technology that can be seen directly impact is the invention of cell phones. In Indonesia, there are several companies that provide operator services using both Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA) technologies. This study aims (1) to determine the effect of sense (five senses) on purchasing internet starter cards for STIE IEU Yogyakarta students (2) to determine the effect of feel on purchasing internet starter cards for STIE IEU Yogyakarta students (3) to determine the effect think (think) on purchasing Internet starter cards for STIE IEU Yogyakarta students (4) to determine the effect of action on purchasing internet starter cards for STIE IEU Yogyakarta students. This research uses a descriptive method. Data collection was carried out by means of a survey using a questionnaire. the object of research is students who study at the Isti Ekatana Upaweda College of Economics, Yogyakarta. The sampling method used was nonprobability sampling by means of purposive sampling of 100 respondents. The instrument test tool uses validity and reliability tests. The analysis tool uses multiple linear regression tests. Test the hypothesis using the t test and F test. The results showed that all variables, namely sense (X1), Feel (X2), Think (X3) and Act (X4) had a significant influence on the decision to purchase internet starter cards for students at STIE Isti Ekatana Upaweda Yogyakarta.

Keywords: Consumer Decisions, Sense, Feel, Think, Act