This research aims to analyse the effect of brand equity to the purchase decision on Wardah cosmetics at Yogyakarta. The population of this research were all the consumer of Wardah moisturizer at Yogyakarta. The sample was taken by purposive sampling technique as many as 100 people. Research data was obtained through questionnaires. The Data analysis done by using multiple linear regression after previously tested the validity and reliability of the questionnaire. The results of the research showed that brand awareness, perceived quality, brand associations, and brand loyalty were together have a significant effect on Wardah cosmetics purchase decision. Brand awareness has a positive and significant impact on Wardah cosmetics purchase decision. Perceived quality has a positive and significant impact on Wardah cosmetics purchase decision. Brand associations has a positive and significant impact on Wardah cosmetics purchase decision. Brand loyalty has a positive and significant impact on Wardah cosmetics purchase decision.