The purpose of this research is to know the influence of benefits, facilities, and attractiveness of promotion toward E-Toll Card purchase decision on highways users in the city of Semarang in partial and simultaneous. The research is uses a technique multiple linear regression analysis. Data is obtained from spreading of the questionnaire to 100 respondents by purposive sampling technique. The criteria of the respondent in this research is users highways in the city of Semarang and users of e-Toll Card. The result of T test that obtained in this research concluded that in the partial, variable benefits and attractiveness of promotion influencing positive and significant toward E-Toll Card purchase decision, while variable facilities does not influence significant toward E-Toll Card purchase decision. The result of F test obtained that the value of F count > F table (27,988 > 2,70), this means according to simultaneous variable benefits, facilities, and attractiveness of promotion influencing toward E-Toll Card purchase decision. The value of coefficient determination (Adjusted R square) of 0,450 or 45%, that means variable benefits, facilities, and attractiveness of promotion can explain consumers purchase decision amount 45%, while the balance 55% described by other variable that was not scrutinized in this research.