<![CDATA[This research is based on strategy of company to expand by means of use consumer level factors that is able to compare between one product is exsist in public. The strategy enable costumer to choose between national brand and Private label which is able as alternative choice for functional thing. The type of this research is explanatory research. The sample of this study were 119 respondents who are costumers of nevada in Matahari Department Store, Malang Town Square.Analysis of the data used is descriptive analysis, multiple linear regression analysis and hypothesis testing. The sampling technique used was purposive sampling technique. The conclusion of this study, there are four variables that make up the costumer level factors, namely Consumer risk perception, price consciousness, price quality. Companies can harness the power of brand nevada to create its own Brand Loyalytiy on the costumer of Matahari Department Store that can influence the sales level of nevada. Keywords: Consumer Level Factors, Decision Purchasing, Private Label ABSTRAK Penelitian.ini dilatarbelakangi oleh strategi perusahaan untuk mengembangkan usahanya dengan cara memanfaatkan Consumer level factors yang bisa membandingkan antara satu produk dengan produk yang ada di pasar itu sendiri. Strategi tersebut memungkinkan konsumen untuk memilih antara Brand Nasional dan Private Label yang menjadi alternatif memilih barang fungsional. Sampel dalam penelitian ini sebanyak 119 orang responden yang merupakan pelanggan nevada di Matahari department store malang town square. Teknik pengambilan sampel yang dipakai adalah teknik purposive sampling. Kesimpulan dari penelitian ini, ada 4 variabel yang membentuk consumer level factors, yaitu Consumer risk perception, price consciousness, price quality association dan Brand Loyalytiy . Perusahaan dapat memanfaatkan kekuatan merek nevada untuk mewujudkan loyalitas merek tersendiri pada pelanggan Matahari department store yang dapat memberikan pengaruh terhadap tingkat penjualan nevada. Kata kunci :Consumer Level Factors, Keputusan , Private Label]]>
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