<![CDATA[Digitalization and the increasing use of social media in Indonesia have driven significant changes in consumer behavior. Kopi Janji Jiwa as one of the leading coffee shop brands has implemented a digital marketing strategy and utilizes e-WOM, but still faces challenges in terms of lower digital engagement compared to competitors. This study aims to analyze the effect of Digital Marketing and Electronic Word of Mouth (E-WOM) on consumer purchasing decisions at Kopi Janji Jiwa in Surabaya City. The approach used in this research is quantitative with a non-probability sampling method with purposive sampling technique. Data were obtained from 98 respondents who are consumers of Kopi Janji Jiwa, through a questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results showed that Digital Marketing and E-WOM had a significant effect on consumer purchasing decisions. These findings indicate the importance of optimizing digital marketing strategies and managing consumer reviews as a form of e-WOM to improve purchasing decisions.]]>
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