This study aims to analyze the role of Brand Equity in Mediating Word of Mouth's Influence on purchase intention on iPhone consumer at Muhammadiyah University of Yogyakarta. Subjects in this study were students of Muhammadiyah University of Yogyakarta. In this study a sample of 100 respondents selected degan Purposive Sampling method. The analysis tool used is SPSS 17 with the method of Multiple Regression and Path Analysis. Based on the analysis that has been done, WOM has a positive and significant effect on Brand Equity, WOM has positive and significant effect on Buying Identity, Brand Equity has positive and significant impact on Buying intention, Brand equity is able to mediate the influence of WOM on Intention to Buy.