The purpose of this study was to examine and analyze the effect of brand association, brand equity, and brand trust on purchasing decisions. To test these variables, the researcher used the object of users of the IRC brand of tires in Ponorogo. This study uses quantitative research methods, the number of samples in this study were 70 respondents. Determination of the sample using accidental sampling. The results of the study indicate that brand association, brand equity, and brand trust have a positive and significant effect on consumer purchasing decisions.