The purpose of this study was to analyze the variables of brand image, product quality, and service quality on purchasing decisions for J.CO Donuts & Coffee products at Rita SuperMall Purwokerto. The sample in this study were J.CO Donuts & Coffee Purwokerto consumers who had consumed and bought more than 2 times J.CO Donuts & Coffee products at Rita SuperMall Purwokerto. The sampling technique used the Non probability Sampling method, the number of samples in this study were 100 respondents. The results revealed that the brand image variable has a positive and not significantly effect on purchasing decisions, the product quality variable has a positive and significant effect on purchasing decisions, and the service quality variable has a positive and significant effect on purchasing decisions.