The purpose of this study was to analyze the effect of brand equity, direct marketing, product attributes and service quality on Honda Beat purchasing decisions. This research uses quantitative methods, the sampling technique is Non-Probability Sampling, purposive sampling approach, the number of samples is 110 respondents. The data analysis technique used in this study is descriptive analysis test, data instrument test, classical assumption test, multiple linear regression test, model fit test, and hypothesis testing. This study uses an analytical tool in the form of SPSS. Brand equity, direct marketing, product attributes and service quality simultaneously have a positive and significant effect on Honda Beat purchasing decisions. Brand equity and direct marketing have a significant effect on purchasing decisions while product attributes and service quality have no significant effect on purchasing decisions