Promotional mix strategies are an important tool for marketers to influence consumers' behavior. The study's primary purpose was to review studies on the influence of promotional strategies on consumers' behavior. As a result, the promotional mix is crucial in providing information about the products and services available on the market, allowing consumers to learn more about them and aiding in their behavior. To improve the study, a thorough review of the literature was conducted, and screening criteria were used. Data extraction was carried out based on the inclusion and exclusion standards for the articles. 50 published articles were analyzed, and important information was extracted. The review's findings show that results from the review of studies indicate that all promotional mix strategies, including direct marketing, advertising, personal selling, sales promotion, and public relations strategies, favor customer purchase decisions. According to a survey of the pertinent literature, numerous prior researchers have attempted to analyze promotional strategy and customer purchase decisions using pre-existing ideas and literature. So, this concept overview offers direction for more researchers to see and develop the many theories and models associated with the topic.