<p><em>T</em><em>his research is a quantitative research, the research population is Alfamart Jemberlor's customers. The number of samples is 96 respondents, while the sampling technique uses random sampling techniques. This research data is also primary data which comes from questionnaires that have been tested for validity and reliability. The data are processed using SPSS 24 to determine the results of correlation, determination, linear equations and multiple linear regression in hypothesis testing both partially and as a whole. Results of the study: 1 . service quality to customer loyalty Alfamart Jemberlor, 2. Store atmosphere to customer loyalty Alfamart Jemberlor, 3 Private brand to customer loyalty Alfamart Jemberlor.</em></p><p><em><br /></em></p>