This research investigates the factors influencing purchase decisions for home appliances, with a specific focus on the impact of the 4Ps of marketing mix— product, price, place, and promotion—on purchase intention. A sample of 234 respondents, all of productive age, residents of West Java, and earning a fixed income, participated in the study. Data were analyzed using SEM-PLS, revealing that product, price, and promotion significantly affect purchase intentions, while place does not. The findings suggest that companies should concentrate on these three elements when formulating strategies to bolster market competitiveness.