The purpose of the study is to describe pull marketing strategy selling promotion program implementation and find out consumers’ perception through pull marketing strategy selling promotion program at Alfamart store Banyumanik Semarang. The data were collected by using questionaire, interview and also using literature review. It used proportional random sampling and was combined with accidental sampling technique. The stastistical analysis used is frequencies distribution method, using SPSS version 20. Based on the discussion about consumers’ perception, it was found out that consumers agreed with the all subvariables from pull marketing strategy that is premium strategy, save strategy, price discount strategy and lottery strategy. Average score for premium strategy was 2,96, while save strategy was 2,80, price discount strategy 2,93 and the last lottery strategy was 2,55. It was concluded that consumers’ perception through pull marketing strategy selling promotion program at Alfamart store Banyumanik Semarang was good. Lottery strategy has average score lower than the most other subvariables. It recommended that Alfamart do some improvement such as make easier rules for lottery strategy in the future to make consumers to do shopping in that store.