The purpose of this study to determine the influence of product innovation, brand image, and barand equity on purcase decision of motorcycle Honda Beat . the sample selection in this study was carried out by purposive sampling. Based on the criteria, as may 104 respondents where sampled. The data analysis techniques used in this research where instrument test, descritive statistic, classical assumption test, multiple regression analysis, and hypothesis test. The results of the analysis show that product innovation, brand image, and brand equity simultaneous affect purchase decisions. Then partially, the brand image variable has negatuve affect on purchase decision., while product innovation, and brand equity each partially has a positive effect on purchasing decision.