The purpose of this study was to analyze the Marketing Mix-7P (product, price, promotion, place, people, process and physical evidence) on the decision to purchase beauty products and services at Kiwi Clinic Purwokerto. This type of research uses quantitative research. The object of this research is customers of beauty products and services at Ciwi Clinic in Purwokerto. The sampling technique in this study used purposive sampling by considering certain criteria. The sample used in this study were 135 respondents. The data analysis used multiple linear regression analysis. The results of the analysis show that simultaneously and partially the product, price promotion, place, people, process and physical evidence have an influence on the purchasing decision of Beauty Products and Services at Kiwi Clinic Purwokerto.