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THE INFLUENCE OF BRAND EQUITY ON PURCHASING DECISIONS FOR XIAOMI SMARTPHONES IN TARAKAN CITY Abstract This study aims to determine the effect of brand equity on purchasing decisions for xiaomi smartphones in Tarakan city. This study uses a quantitative approach, which means testing hypotheses through data collection using research instruments and statistical data analysis (Sugiyono, 2016) In this study, the population taken was people who were domiciled in Tarakan City and had used Xiaomi smartphones The sample withdrawal in this study used non-probability sampling techniques with purposive sampling method In this study, researchers collected 161 respondents, respondents were people who lived in Tarakan City. After filtering based on the respondents' answers, 161 of all questionnaires can be used for additional analysis. Thus the response rate in this study was 100%. Brand Awareness has a positive and significant effect on purchasing decisions for xiaomi brand smartphones, Brand Association has no effect on purchasing decisions, but has a simultaneous influence on purchasing decisions for xiaomi brand smartphones, perceived quality has a positive and significant effect on purchasing decisions for xiaomi brand smartphones, Brand Loyalty has a positive and significant effect on purchasing decisions for xiaomi brand smartphones. Keywords: Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, and Purchasing Decisions.