This study aims to analyze the influence of brand awareness, quality perception, brand association and affordability of price to purchase decision at University of Muhammadiyah Yogyakarta Student Users Honda Vario Esp. Subjects in this study were students of Muhammadiyah University Yogyakarta users of Honda Motor Vario Esp. In this study the sample was 110 respondents selected using non probability sampling technique by using purposive sampling method. The analysis tool used is Multiple Linear Regression Analysis using SPSS 22 application. Based on the analysis that has been done that the brand awareness, quality perception, brand association and affordability of price have a positive and significant impact on purchasing decision.