According to Toffin and MIX research coffee shop business in Indonesia and
domestic coffee consumption will increase within the year 2020. The biggest
market came from the millennial generation and close to millennial with the age
range of 18 to 39 years. Due to the emerging market and low barrier of new
entrants, each coffee shop needs to have the best product quality and brand image,
because it will directly influence the purchasing decision process. This research
aims to identify the effect of advertising on purchasing decisions and the
mediation role of brand image in Jakarta's Coffee Shop. This research obtained
100 respondents of millennial milk coffeeconsumers in South Jakartaand
resultedthat higher the advertising activitywill affect higher brand image and
purchase decision,the higher the brand image will affect a higher purchase
decision, and having a higher advertising along with high brand image activity
which will impact the purchase decision.

Keywords: Coffee Shop, Advertising, Brand Image, Purchase Decision