Consumers sometimes difficult to distinguish middle quality goods and high quality goods only from their physical appearance alone, especially if the product is packaged in an attractive packaging. The study aims to determine the effect of product quality and price of private label of Alfa on consumer satisfaction at Alfamart. The sample of this research was 100 respondens. The methods in collecting data are interview, literature view and questionare. Data analysis techniques used are validity, reliability testing, data analysis and test tool statistic. It is found that there are significant positive correlation between the quality of products to customer satisfaction. There is a the positive and significant influence of price on consumer satisfaction. The equation Y= 4.422+0.235+0.423 Show that the most influential independent variables on the dependent variable was a variable of product quality (0.235), followed by the price variable (0.423). While F test indicated that independent variables simultaneously influence the purchase decisions significantly. Coefficient determination was 0.397, it meant that 39.7% of purchase decision could be explained by product quality and price meanwhile, other part of 60.3% of purchase decision was influenced by other variables, which were not included in this research. In terms of quality of products the company should maintain what already exists and will be even better for the company.