The purpose of this research is to analyze the components of mixed mix (customer service, store design and display, communication mix, location, merchandise assortment, and pricing) which impact on purchasing decision of PT. Source Trijaya, Tbk. (Alfamart ) in the city of Bandung. Sampling technique used is non-probability sampling with accidental random technique, software used to know the impact of retail mix component on product purchasing decision of PT. Source Alfaria Trijaya, Tbk. (Alfamart ) in Bandung is SPSS Version 23.0 and the analysis tool used is multiple regression analysis. The results showed simultaneously all variables affect the purchase decision, whereas partially there are five variables that affect the purchase decision and one variable that has no effect on purchasing decisions.

The purpose of this research is to analyze the components of mixed mix (customer service, store design and display, communication mix, location, merchandise assortment, and pricing) which impact on purchasing decision of PT. Source Trijaya, Tbk. (Alfamart ) in the city of Bandung. Sampling technique used is non-probability sampling with accidental random technique, software used to know the impact of retail mix component on product purchasing decision of PT. Source Alfaria Trijaya, Tbk. (Alfamart ) in Bandung is SPSS Version 23.0 and the analysis tool used is multiple regression analysis. The results showed simultaneously all variables affect the purchase decision, whereas partially there are five variables that affect the purchase decision and one variable that has no effect on purchasing decisions.