This study purpose to explain the causal influence between the Store Image variabeles and Private Brand Image. Store Image in this study contain six independent variabels. They are Service, Product Quality, Product Selection, Atmosphere, Convenience, Price, and the dependent variable of Private Brand Image. While the data collection tehnique in this study is distributing questionnaires to the buyer's Giant Label Product on Giant Hypermarket Gajayana Malang City are 100 respondents. Based on the results analysis using multiple linear regresion analysis can be seen in simultan the independent variables such as Service, Product Quality, Product Selection, Atmosphere, Convenience, Price. They have significance influence on Private Brand Image. The results of the study also show the positive or significance influence to Private Brand Image. The Product Selection has the greatest influence to Private Brand Image with beta of 0,237.