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The purpose of this study is to analyze the effect of the marketing mix (product, price, promotion and place) and perceived quality on purchasing decisions. The research implemented quantitative method, in which questionnaire were distributed to a total of 120 respondents, thus enabling the data to be analyzed. Data were collected from respondents in Jakarta Barat regions. Data were analyzed by SPSS version 20.00 for windows using multiple linier regression method. After conducting data analysis, it was revealed that place and perceived quality have a significant impact on purchase decision. Meanwhile product, price and promotion doesn’t have a positive impact toward purchase decision. But all variables simultaneously have a significant effect toward purchase decision. Abstrak : Tujuan dari penelitian ini adalah untuk menganalisis pengaruh bauran pemasaran (produk, harga, promosi dan tempat) dan persepsi kualitas terhadap keputusan pembelian. Penelitian ini menerapkan metode kuantitatif, di mana kuesioner dibagikan kepada total 120 responden, sehingga memungkinkan data yang akan dianalisis. Data dikumpulkan dari responden di wilayah Jakarta Barat. Data dianalisis dengan SPSS versi 20.00 for windows menggunakan metode regresi linier berganda. Setelah melakukan analisis data, terungkap bahwa tempat dan kualitas yang dirasakan memiliki dampak signifikan terhadap keputusan pembelian. Sementara itu produk, harga, dan promosi tidak memiliki dampak positif terhadap keputusan pembelian. Tetapi semua variabel secara bersamaan memiliki pengaruh yang signifikan terhadap keputusan pembelian.

Pengaruh Marketing Mix 4P dan Perceived Quality Terhadap Purchase Decision Smartphone Vivo