Abstract
The purpose of this research to analyze the effect of either simultaneously or partial e marketing, product innovation, brand image on purchasing decisions for Janji Jiwa coffee in Surakarta. The type of descriptive quantitative research. The population is the buyer of Janji Jiwa coffee in Surakarta. The sample is 100 respondents. Data obtained from questionnaire with accidental sampling technique. The results of the F test prove that e marketing, product innovation, brand image have a simultaneous and significant effect on the purchase decision of Janji Jiwa coffee in Surakarta, where the value of Fcount>Ftable (60,552 > 2,699) and the significance of 0,000 ttable (4,842 > 1,985) with a significant value of 0,000 ttable (5,219 > 1,985) with a significant value of 0,000 ttable (-0.401 >01.985) with a significant value of 0.689 > 0.05.
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