This study aims to determine the effect of brand equity, namely: Brand Awareness (X1), Perceived Quality (X2), Trademark Association (X3), and Brand Loyalty (X4) of the Purchase Decision Motorcycles Yamaha. The population of this research are all consumers who purchase a Yamaha motorcycle at UD. Yamaha Pahala Bondowoso. The sampling technique used purposive sampling. Analysis of the data used include instrument test data consisting of validity and reliability testing, multiple linear regression analysis, test classic assumptions and hypothesis testing. The results showed that brand awareness (X1), perceived quality (X2), brand association (X3), and brand loyalty (X4), are all positive influence on purchasing decisions Yamaha motorcycle. The significance level of each variable is brand awareness (0,002), perception of quality (0,013), brand association (0.021), and brand loyalty (0.013). The magnitude of the coefficient of determination was 61.9%.