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.