This research aims to test the effect of product completeness and price on the customer behavior of Alfamart store focus area Banyumanik Semarang. Ups and downs of sales experienced by Alfamart store focus which one is Alfamart Tusam, Alfamart Jatiraya 3 and Alfamart Damar is the background problem in this research. In this research using a method of collecting data with a questionnaire with the number of samples 100 respondents, sampling techniques using purposive sampling and analysis methods of data used in this research is multiple linear regression. The result of this research shows that all the independent variable that is a completeness products and price has links positive in line against the dependent variable which is customer behavior. The testing of hypotheses using t test, show that the two independent variable for which researched proved to be significantly affect the customer behavior. Then through the F test can be known that in the two joint of a variable that affected customer behavior. Figures adjusted R square worth 0,607 show that the independent variable can explain 60,7% customer behavior of the remaining 39,3% by other variables out of one variable are used in this research.