Tujuan penelitian adalah menjelaskan dan menganalisis Core Benefit, Basic Product, Expected Product, Augmented Product dan Potential product berpengaruh secara simultan dan parsial terhadap Loyalitas Pelanggan Alfamart Kota Jambi. Penelitian termasuk dalam penelitian kuantitatif dengan teknik survey menyebarkan kuesioner. Sampel dalam penelitian sebanyak 100 responden. Teknik analisis data menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa 1) Core Benefit, Basic Product, Expected Product, Augmented Product dan Potential product secara simultan berpengaruh terhadap Loyalitas Pelanggan, 2) Core Benefit, Expected Product, Augmented Product dan Potential product secara parsial berpengaruh terhadap Loyalitas Pelanggan, 3) Basic Product secara parsial berpengaruh negative terhadap Loyalitas Pelanggan.
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