The aim of this research is to analyze the influence of brand equity on customers' self-confidence in purchasing decisions for Honda motorbikes in Lhokseumawe City. The theory used in this research is marketing management theory, especially those related to consumer behavior and purchasing decisions. The research method uses quantitative data analysis methods with multiple linear regression models. The number of samples in this study was 150 people. The technique and method for determining the sample uses Non Probability Sampling, with the sampling technique being accidental sampling. The results of the research show that the variables brand awareness, impression of quality, brand association and brand loyalty, both simultaneously and partially, have a significant effect on the self-confidence of customers in Lhokseumawe City regarding the decision to purchase a Honda motorbike. Partially, the quality impression variable has a significant effect on the decision to purchase Honda motorbikes, while the brand awareness variable does not have a significant effect on the decision to purchase Honda motorbikes in Lhokseumawe City