The purpose of this research is to know the effect of service quality and brand image on customer loyalty in Alfamart Mijen Baru and to know which influence is most dominant influence customer loyalty in Alfamart Mijen Baru. This research was conducted in Alfamart Mijen Baru with 100 respondents and using accidental sampling technique. The research model uses questionnaires. This research uses quantitative analysis method that is multiple linear regression test, normality test, and significance test used to prove hypothesis by using SPSS 17.0. The results of this research indicate that service quality variables and brand image variables have a positive effect on customer loyalty on Alfamart Mijen Baru. Brand image has the greatest influence to make loyal customers with alfamart. Simultaneous service quality variables and brand image variables influence customer loyalty in Alfamart Mijen Baru by 28%