This study aims to find the effect of 7P marketing mix on customer loyalty on Dmart in Raipur city. This type of research is Expost-Facto, the study population is the customer of Dmart. The purposive sampling technique of sampling is used. The sample amounted to 384 people. Primary data is collected through questionnaires using a Likert scale model that has been tested for validity and reliability. The data analysis technique used is Multiple Regression Analysis. The results of the research are: 1) There is a positive and significant effect of the product on customer loyalty. 2) There is a positive and significant price effect on customer loyalty. 3) There is a positive and significant influence of place / location on customer loyalty. 4) There is a positive and significant influence on promotion of customer loyalty. 5) There is a positive and significant influence of people / employees on customer loyalty. 6) There is a positive and significant effect of physical evidence on customer loyalty. 7) There is a positive and significant influence on the process of customer loyalty. The results of the analysis show that the value of R2 (R-Square) is 0.801, this means the magnitude of the influence of the product, price, place / location, promotion, person / employee, physical evidence and the process of customer loyalty Dmart is 80.1% and the remaining 19.9% is influenced by other variables not included in the research model