<![CDATA[ABSTRACT The growing of modern market such as minimarket, supermarket, and hypermarket has an impact on customer shopping behavior especially in development countries. Retail business offer manufactured product and private label product. Recently, private label product is growing up above manufactured product. The aim of this paper is to develop the model of buying private label product. This paper show that the buying of private label has formed some factors. This paper compile and analysis several researches that was done in India, China, Malaysia and Indonesian. The model reveals that quality, price, packaging, brand, consumer characteristics, and retail images affect the buying of private label. Keywords: private label, perception, quality, price, brand, packaging, store images, consumer characteristic, buying behavior ABSTRAK Tumbuhnya pasar modern seperti minimarket, supermarket, dan hypermarket memiliki dampak pada perilaku belanja pelanggan terutama di negara berkembang. Bisnis ritel menawarkan produk manufaktur dan produk label privat. Baru-baru ini, produk label privat tumbuh di atas produk manufaktur. Tujuan dari makalah ini adalah untuk mengembangkan suatu model pembelian produk label privat. Makalah ini menunjukkan bahwa pembelian label privat telah membentuk beberapa faktor. Tulisan ini mengkompilasi dan menganalisis beberapa penelitian yang dilakukan di India, Cina, Malaysia dan Indonesia. Model ini mengungkapkan bahwa kualitas, harga, kemasan, merek, karakteristik konsumen, dan citra ritel mempengaruhi pembelian label privat. Kata kunci: label privat, persepsi, kualitas, harga, merek, kemasan, citra toko, karakteristik konsumen, perilaku pembelian]]>
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