Competition currently companies to compete for consumers are no longer limited to the physical attributes of the product such as the usefulness of the product, but has been associated with a brand that is able to provide special image for the wearer. The prestigious brand has strong brand equity, and equity can affect consumer buying interest.This research is intended to analyzing the influence of brand awareness, brand association, perceived quality and brand loyalty towards customer’s purchase intention of Apple brand products. The population in this study are all student of Economic Faculity UII. The samples used were 98 respondents to the study sampling technique in the form of accidental sampling. Data collection use questionnaire which has been tested for and validity reliability. Analysis of the data in this study using multiple linear  regression. Results of the analysis of the data shows that there is significant correlation all variable of brand equity such as brand awareness, brand association, perceived quality and brand loyalty towards customer’s purchase intention on simultaneously test. But, on the partial test, brand awareness isn’t have significant correlation towards customer’s purchase intention. Only brand association, perceived quality and brand loyalty have positive significant correlation towards customer’s purchase intention 
Key word : brand equity, brand awareness, brand association, perceived quality, brand loyalty , purchase intention