This study aims to determine the effect of private label on consumer satisfaction. The method used in this research is a quantitative method that analyzes the influence of variable X to variable Y by using simple linear regression. Data collection techniques used are observation and questionnaire. The research results show a simple linear regression analysis that is ^ Y = A + b x + ε = 28,592 + 0374, which means that any change (decrease and increase) as big as one unit on a variable private label then will be followed by changes in the average of 0 .374 on epuasan k konsumen. In this case the hypothesis there is an influence between the variable X ( private label ) on the variable Y (customer satisfaction) at PT. Karsa Utama Department Store Gorontalo which is 8% and the rest is influenced by other factors that are outside of this research such as consumer knowledge of private labels, Brands, Images, and so on.

Keywords : Private Label and Consumer Satisfaction.