The main problem occurring at Alfamart Kramas, Semarang is the decrease of the average of sales transaction day during 4 last months at Alfamart Kramas. The purpose of this research is to determine and analyze the influence of customers’ trust (X1) and switching costs (X2) toward customers’ retention (Y) at Alfamart Kramas, Semarang. Collecting data methods used in this research are interview, literature review and questionnaire. The questionnaire used in this research is semantic differential with 10 point of scale and the sampling technique used is purposive sampling as many as 100 samples. The analyzing data instruments used are validity testing, reliability testing, classical assumption testing and respondent description analysis. While the analyzing data techniques used are T-test, F-test, the coefficient of determination and multiple regression. Based on the calculations using SPSS version 18, the results of this research shows that the significance of F-test is less than 0.05. So there is significant influence among independent variables – customers’ trust (X1) and switching costs (X2), toward dependent variables – customers’ retention (Y) simultaneously. Then, the T test result is bigger than T table and has significance result less than significance level of 0.05. So, it can be concluded that there is significant influence among independent variables – customers’ trust (X1) and switching costs (X2), toward dependent variables – customers’ retention (Y) partially. The most dominant of independent variable influencing dependent variable is switching costs (X2). The result of this study shows that coefficient of determination in Adjusted R Square is 0.570, meaning that 57% of customers’ retention influence can be explained by both of independent variables in this study that are customers’ trust and switching costs. The rest 37% can be explained by other variables outside the model of this study.