The purpose of this research is to find out the influence of service quality and product quality to the word of mouth at Alfamart area coverage Mijen Semarang. retrieval of data collected by questionnaire. The sampling technique used purposive sampling and accidental sampling. The population of this study is the number of visitors or customers covergae area Alfamart Mijen Semarang. There were 100 respondents were sampled. SPSS version 20 is used to process the data. The results show that the simple linear regression was 0.004 + 0.317 X1 + 0.694 X2. It means that the quality of service and product quality and significant positive effect on word of mouth in the coverage area Alfamart Mijen Semarang. The coefficient of determination (R Square) is 0813, it means that approximately 81.3% shows the quality of service and quality of product effect on word of mouth, while the remaining 18.7% is influenced by other variables that are not described in this research. Then, the value of t for the quality of service is 1,947 and t value product quality is 4,433 (greater than t table 1.6606) with significant values of quality service and quality products 0,000 and 0,004 (less than 0.05). It means that the quality of service and product quality and significant positive effect on word of mouth.