The purpose of this study is to analyzethe influence of brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of Toyota car at PT. Nasmoco branch Pemuda Semarang.The research sampling techniques is incidental sampling. The methods of collecting the data are inteview, observation, questionnaire distributed 100 respondents and literatur study.The analysis method is multiple linier regression. The result of regression analysis was Y= 2,494 + 0,308X1 + 0,181X2+ 0,161X3 + 0,237X4 + e. It meant that all variables of the study had positive effect on the purchasing decision of Toyota car at PT. Nasmoco branch Pemuda Semarang. T test showed that brand awareness, brand association, perceived quality, and brand loyaltyhad significant effecta and F test showed that the calculated F 39,257 > F 3,09 tabel meant that all variables had significant effecton the purchasing decision of Toyota car at PT. Nasmoco branch Pemuda Semarang. The coefficient of determination that all variable had effect as 60,7%. the rest equalled to 39,3% influenced by other variables not examined in this research. This showed that equity brand have an large enough of the purchasing decision of Toyota at PT. Nasmoco branch Pemuda Semarang.