Now, retail business at this time is a growing business, and much it demand. Intense competition among retailers, is due to the increasing number of shopping centers. Competition makes companies in the field of retail customers and strive to maintain a retail customer choice. Therefore, researchers is expected to customers, especially customers Alfamart Palebon. This study is expected to determine consumer perceptions of the marketing mix in Alfamart Palebon. The purpose of this final project is to describe and analyze consumer perceptions of the marketing mix in Alfamart Palebon (A Case Study in The Citry of Semarang Branch Alfamart Palebon). The population in this study is all the customers who’ve been to Alfamart Palebon. The sample used in this study was 100 respondents using accidental sampling method and using the formula solvin. Descriptive analysis to determine consumer perceptions of the marketing mix in Alfamart Palebon at the high category (86.4), meaning that consumer perceptions of Alfamart Palebon Branch of the city, it also can be seen from the customer satisfaction on all indicators.