Alfamart is the convenience store which providing the groceries and personal care goods. With accessible location, competitive price, complete product, interesting promotion, and good services, Alfamart creating slogan “Belanja puas, harga pas”. This research aimed to describe the consumers’ perception about positioning Alfamart’s statement of “Belanja puas, harga pas” in western Semarang. To describe the perception of consumers about positioning statement Alfamart “Belanja puas, harga pas” in Western Semarang. The positioning statement of Alfamart “Belanja puas, harga pas” based on consumers’ perception in western Semarang which consisted of product, price, promotion, place and services. The average score of product is 51,54, price average score of 47,68, promotion average score of 53,50, place average score of 54,91 and services in the grade of 53,48. The methods of data collection is in this research are observation, questionnaires and literature review. Questionnaires is a likert scale with 4 point scale and method determination of the sample is is purposive sampling with 100 samples. The research design is descriptive method. The result of study shows that the positioning statement Alfamart “Belanja puas, harga pas” based on consumers’ perception in western Semarang is good. Respondents agree with all indicators of positioning statement of Alfamart “Belanja puas, harga pas” which consist of product, price, promotion, place and services in western Semarang.