Promotion is one proper strategy in delivery of communication to consumers, One form of Promotional mix used by Alfamart is advertising and sales promotion. This research aims to analyze the influence of advertising and sales promotion on the purchasing decisions at Alfamart areas of Banyumanik the city of Semarang. To achieve the research objectives and prove the hypothesis, the authors conducted research in Alfamart areas of Banyumanik the city of Semarang, The sampling technique used in this research is insidental sampling to select the respondents. The sample of this research were 100 respondents. The methods in collecting data are interview, Literature review and questionare. While the measurement scale used 4-point Likert scale. Then the data were analyzed quantitavely by means of multiple linear regresion analysis but previously the questionare were undergone Validity Test (validity) and Reliability Test (Reliability). From the analysis it is obtained Y=3.767+0.219X1+0.466X2+e. It is show that the most influential independent variables on the dependent variable was the sales promotion variable (0,466), followed by the advertising variable (0,219). Meanwhile f test indicated that independent variable simultaneously influence the purchasing decisions significantly. The coefficient determination was 0,334, it meant that 33,4% of purchasing decision was influenced by advertising and sales promotion. Meanwhile, other part of 66,6% of purchasing decision was influenced by other variables, which were not included in this research.