This research is based on the problem because of a decrease in average spending per consumer Alfamart during the period of March 2016 - April 2016 so it has not been able to achieve the target given by the company. Based on these problems, the problem of research aims to determine how the effect of sales promotion programs Selaras and JSM in increasing sales Alfamart Mijen area of Semarang. The method used in this research was validity test, reliability test, multiple linier regression which included t test and F test, and the coefficient of determination were tested using SPSS. The data used were primary data from respondents comprising of Chief Of Store and Assistant Chief Of Store Alfamart mijen area of Semarang amounted to 20 people, and the secondary data were from PT Sumber Alfaria Trijaya Tbk.. Based on the data showed that the calculation of regression coefficients equation was Y = 1.434 – 0.164X1 + 0.983X2 . The results indicated that the sales promotion program JSM (X2) had a positive and significant effect on increasing sales, sales promotion program Selaras (X1) had a negative and significant effect on increasing sales Alfamart Mijen area of Semarang. So the company should improve the performance of sales promotion programs Selaras in selecting products to be promoted.