Many products of newspaper in the community has resulted in a tight competition on this kind of business. As the result, every company in this business is demanded to apply the right strategy in order to retain the existing customers, as has been performed by the Suara Merdeka Press as a company that has been engaged in the printing mass media business in Central Java since 1950. The objective of this final project is to determine the influence of brand image and price on retail customer’s loyalty on suara merdeka daily newspaper in Semarang. The method for doing the research is regression analysis. The method to do the research is multiple liniear regression analysis. The sampling technique used in this study is purposive sampling. The samples are 100 respondents. Methods of data collection are observation, interviews, questionnaires and literature review. The result of this study is that the calculation of regression coefficients obtained Y = 1.080 + 0.324X1 + 0.400X2 . It means that the result of regression give positive influence on retail customer’s loyalty, and the influence of price on customer’s loyalty is greater that the brand image. Coefficient determination is 0.423, it means that 42.3% of retail customer’s loyalty could be explained by the brand image and price. Meanwhile, the rest of the 57.7% is influenced by other variables which are not included in this study.