This research aims to analyze the influence of brand equity on Xiaomi Smartphone purchasing decisions, and is a case study on Xiaomi smartphone consumers in the Faculty of Business Economics of Muhammadiyah University of Yogyakarta. In this study the respondents were 150 students at the Faculty of Economics and Business, University of Muhammadiyah Yogyakarta who used Xiaomi smartphones Analysis results of this study using double Linear regression. Analysis results show that the dimensions of brand equity used are brand awareness, brand associations, quality perception and brand loyalty have a positive and significant effect on purchasing decisions. From the results of this study also gained that brand equity has a postive and significant influence on purchasing decisions. This means that the better the brand equality of consumer products, the greater the opportunity for consumers to make purchases.