This study aims to analyze whether brand equity can influence consumer purchasing decisions. The research used is descriptive through interviews and surveys with the object of the research being Nobrandendon, a company of denim fashion products that is located in the city of Bandung. The results of the questionnaire were collected from consumers who came to Nobrandendon store during February-May 2018. From the results of the study found that good brand equity, especially perceived quality, will influence consumers in deciding purchases, especially at the information search stage