This research aims to determine (1) the influence of product on purchasing decisions (2) the influence of price on purchasing decisions (3) the influence of promotion on purchasing decisions (4) the influence of place on purchasing decisions. The population in this study is customers of Alamanda Leather. The sampling technique used in this research was saturation sampling technique, data obtained from distributing questionnaires to 70 respondents. The data analysis techniques in this research are descriptive analysis and multiple linear regression analysis using IBM SPSS Statistical version 26. The results of this study were: (1) product influenced purchasing decisions (2) price influenced purchasing decisions (3) promotion influenced purchasing decisions (4) place had no influence on purchasing decisions. Keywords: Marketing Mix 4P, Purchasing Decision