PT Sumber Alfaria Trijaya tbk is one of the companies that run of goods and services businness of the sale, by providing goods of daily needs in the city of Pekalongan. The purposes of the final project is to determine the influence of completeness of goods and service quality on customers’ loyalty in customers of Alfamart Pekalongan city. The sampling technique used in this research was to select the accidental respondents. The sample of this research were 100 respondents. The methods in collecting data were intervew, questionnaire and literature studies. The result of multiple linier regresion analysis was Y= 0,778+0,232X1+0,141X2. The most influential independent variables was a completeness of goods (0,232) followed by the variable of service quality (0,141). At the Sametime f test indicated that independent variables simultaneously influence the customer’s loyalty . Coefficient determination was 0,573, it meant that 57.3% of customer’s loyalty could be explained by completeness of goods and service quality. Meanwhile, other part of customer’s loyalty was influenced by other variables, which were not included in this research.