This study was conducted to analyze the effect of brand equity against on consumer buying intention at Xiaomi smartphone users. The population in this study were Xiaomi smartphone in Yogyakarta. By using purposive sampling method, the number of sample in this study were 96 respondents in Surabaya. The technique of data analysis was multiple linear regression. It showed that brand awareness, brand association and brand loyalty have significant and positive effect on Consumer Buying Intention Xiaomi smartphone. Partially, brand awareness affected the consumer buying intention at Xiaomi smartphone in Yogyakarta., brand association affected the consumer buying intention Xiaomi smartphone in Yogyakarta, perceived quality affected the consumer buying intention Xiaomi smartphone in Yogyakarta and brand loyalty affected the consumer buying intention at Xiaomi smartphone in Yogyakarta.