Alfamart as one of the largest modern retail companies in Indonesia continues to grow, always trying to increase profits and sales volumes, one way to do this is to know the factors that influence the amount of consumer purchases. Therefore this study was conducted in order to determine factors which are most influential on customer purchase Alfamart Semarang branch. Collecting data conducted through questionnaires, interviews, and observation, then the source of the data of this study are primary data and secondary data. This research test equipment with multiple linear regression method, validity and reliability test, normality test, hypotheses test, partial test (t test) and simultaneous test (F test). The results of the t test shows that the calculation of the package product = 4.460, complement products 2,512, display 2.304 and offers 3.566, is greater than with t table is 1,971 by using an error rate of 5%. The results of this study indicate that the package product, complement product, display and offers a very significant influence with customer purchase. Then the results of the coefficient of determination (R square) is 0.525 or 52.5% of customers purchase affected by package product, complement product, display and offers, while the other 47.5% is influenced by other variables that are not researched by the author.