The purpose of this study was to determine the effect of brand awareness, brand association, perceived quality and brand loyalty. This type of research uses quantitative research. The object of this research was Pixy Powder Cosmetics with the respondents who used pixy powder cosmetics in Purwokerto. This study used 110 samples of respondents. Data analysis using multiple linear regression analysis. The results of the analysis show that simultaneously and partially brand awareness, brand association, perceived quality, and brand loyalty have a significant positive effect on purchasing decisions.