Now, the competition on retail business in Indonesia is strict. The companies starting open a new market, to get more profit and consumer equity. Sales Store Point (SSP) is the innovation of Alfamart, which the main business are selling and distributing goods to small retailers, and interlace the customer relationship.This research aims to determine and analyze how much the influence of personal selling and selling promotion to the purchase decision on Store Sales Point Alfamart Semarang Area.The methods of collecting data in this research used observation, interviews, and questionnaires which applied a numeric scale with 10 point. A survey with 90 respondents who elected by cluster sampling. The multiple linear regression method is used The result of regression showes that the personal selling (X1) and selling promotion (X2) has a significant effect on purchase decision (Y). Where the equation of regression Y=s28,967+0,158X1+0,824X. Based on the result, it is concluded that personal selling and selling promotion have positive influence on purchase decision. The variable that influences dominantly the purchase decision is selling promotion.