Identifying Factors of Purchase Intention for Private Label Brands

This research was conducted among consumers of famous retail stores (e.g. Carrefour, Giant, Hypermart, Lotte, etc.) which offering private label brands in Jakarta. This study aimed to analyze the influence of attitude and brand awareness toward private label brands purchase intention. The assumed sample size was 150 respondents by using convenience sampling technique. The multiple regression model was used in this research data. The result shows there was relationship found among all the given variables, which means that all research hypotheses were found to be supported. These findings are expected to provide useful managerial implications for retailers in terms of effective solutions marketing for private label brands.