| Today, the consumer decision to purchase and consume a product is more influenced by brand products. Therefore, the role of brand equity is meant to influence consumer purchasing decisions on a product. In line with this, the authors conducted a study to determine the effect of brand equity COFFEE TOFFEE coffeehouse on consumer purchase decisions. In the data collection, the author of the respondents distribute questionnaires to 120 outlets in COFFEE TOFFEE South Jakarta. From the 18 outlets in South Jakarta authors selected 15 outlets, with the purposive sampling method. The collected data were analyzed with multiple linear regression analysis and calculation of the mean score. The results showed there is influence of brand equity COFFEE TOFFEE on consumer purchase decisions. Respondents have a good brand equity of COFFEE TOFFEE. In addition, respondents' purchase decision COFFEE TOFFEE good for good quality coffee, coffee with variations, as well as advice to buy from someone else. It is easier for them in making the decision to make a purchase. |