The purpose of this study was to determine the effect of simultaneous and partial
independent variable brand equity, product differentiation, brand image and
dependent quality of Honda vario purchasing decisions on students of the
engineering faculty of Muhammadiyah Purwokerto University. The population in this
study were engineering faculty students at Muhammadiyah Purwokerto University,
with a sample of 100 respondents. The data collection technique used in this study
was purposive sampling using analysis of validity and reliability tests, classic
assumption tests, multiple linear regression analysis, t test and F test. The results of
the analysis showed partially and simultaneously the brand equity variables, product
differentiation, image brand and quality have a significant positive effect on
purchasing decisions.