One of Apple's products is the iPhone 13 Series, which was released in 2021 and is famous for its outstanding product quality and many enthusiasts. However, Apple experienced errors in design, which caused some LCD products to malfunction. The purpose of this study is to determine how product quality and electronic word of mouth impact consumer decisions to buy products through brand image. This study uses a descriptive and quantitative approach by distributing questionnaires to 200 respondents. This research uses SmartPLS Version 3.0 software in data processing. The findings demonstrated that both product quality and brand image are significantly positively impacted by product quality, which in turn influences purchasing decisions. EWOM has a major positive impact on brand image and a major positive impact on purchasing decisions. Through brand image, product quality significantly influences decisions about what to buy. Additionally, EWOM significantly improves brand image, which influences consumer decisions to buy.