This study aims to analyze the effect of marketing mix on purchasing decision in Samsung smartphone product (studies on students in Universitas Muhammadiyah Yogyakarta. The subjects in this study were students in Universitas Muhammadiyah Yogyakarta. The objects in this study Samsung smartphone product. The number of samplesused in this study is 160 respondents. Sampling method used in this study is puposive sampling, as sampling technique and data collection technique using questionnaires. The data were processed by multiple linear regression using IBM SPSS Statistics 21 software. The results of the analysis shows tha product, price, place, and promotion together have a positive and significant effect on purchasing decisions. Product have a significant positive effect to purchasing decision, price have not significant positive effect to purchasing decision, place have not significant positive effect to purchasing decision, and promotion have not significant positive effect to purchasing decision.