In this modern era, competition among companies in order to win the attention of the customers is strongly seen. PT. SumberAlfariaTrijaya, Tbk is one of the biggest retail companies which want to reach this goal. This company is known with the stores which called Alfamart. The purpose of this analysis which is titled „The Influence of Innovation and Service Quality to the Competitive Quality” is for knowing the factors which can influence the competitive special quality that can help Alfamart to win the competition. This analysis specifically analyzed the influence of innovation and service quality. The respondents of the study were the whole customers at Alfamart Branch Semarang. The sample in this analysis was 96 people taken by purposive sampling technique. The data were analyzed by instrument test, multiple linear regressions and hypothesis test. The result of this analysis shows that innovation which is done by Alfamart positively influences the customers‟ interest to buy its products. It is not different from service quality which also has good effect to the customers‟ interest. The conclusion of this analysis is that innovation and service quality affects the competitive special quality at Alfamart stores in Semarang. Suggestion which can be given is that Alfamart should always improve the innovation and service quality for increasing the competitive special quality. It will help Alfamart to win the competition in the retail industry among the competitors.