This research was conducted to determine the effect of brand image, television advertising, and brand equity on purchasing decisions. the purchase. The population in this study were the students involved making the purchase decision Honda beat motorcycle in Purwokerto and sample of this study were 113 respondents by using purposive sampling technique. Analisis of the data used in this study is test validity, reliability test, classical assumptions test, multiple liniear analysis, coefficient of determination, and hypothesis test. Test results show that the instrument validity and reliability already meets the criteria. The results of research by using (F test) showed that the brand image, television advertising, and brand equity have significant positive effect simultaneously to purchase decisions, with variability of 49.0%, while results of research by using t test show that brand image, television advertising, and brand equity have a significant partial positive effect on purchasing decision.