Penelitian ini bertujuan untuk menganalisis pengaruh produk, price, promotion, dan place terhadap keputusan pembelian konsumen pada Toko Nova Batik di City Of Tomorrow Mall Surabaya. Penelitian ini menggunakan empat variabel independen yang terdiri dari product, price, promotion dan place dan satu variabel dependen yang terdiri dari keputusan pembelian. Penelitian ini adalah jenis penelitian deskriptif dan kuantitatif. Data dalam penelitian ini dikumpulkan melalui penyebaran kuisioner terhadap 97 responden konsumen Pada Toko Nova Batik di city of tomorrow mall Surabaya dengan menggunakan tekhnik Insidental sampling dan non probablity sampling. Metode analisis data yang digunakan berupa analisis data statistik, uji instrument data, uji asumsi klasik, analisis linier berganda, dan uji hipotesis. Hasil dalam penelitian ini menujukkan bahwa variabel product berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel price berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel promotion berpengaruh positif dan signifikan terhadap keputusan pembelian, dan variabel place berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Product, price, promotion, place, marketing mix, keputusan pembelian.

The purpose of this research is to analyze influence of product, price, promotion, and place to the purchase decision consumer at the shop Batik Nova in City Of Tomorrow Mall Surabaya. This research used four independen variabels consist of product, price, promotion, and place, and one dependend variabel is purchase decision. This research a type is descriptive and cuantitative research. The data used in this research were collected through quesstionmairis to 97 respondents consumer at the shop Nova Batik in City Of Tomorrow Mall Surabaya that used incidental sampling techniques and non probability sampling. Data analyzes techniques in this research used data analyzes statistic, test instrument data, the classical assumption test, multiple linear regression and hypothesis test. The result of this research show that : product variabels has a positive and significant influence of purchase decision, price variabels has a positive and significant influences of purchase decision, promotion variabels has a positive and significant influence of purchase decision, and place variabels has a positive and significant influence of purchase decision. Keywords : Product, price, promotion, place, marketing mix, purchase decision.

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