Purchasing Patterns of Private Label Product Attributes in Generations X and Z

This research aims to explain the influence of Indomaret private label product attributes, store image, perceived value, trust and repurchase intention. The retail industry is very embedded in people's lives, especially in Indonesia. This industry is a very dynamic industry and has a major contribution to the development of the national economy, so this topic is interesting to discuss especially how retailers can manage their consumers. This research was conducted in Indonesia from August 2023 until April 2024. This research uses a quantitative approach method. The sample used was 298 respondents. The analysis technique used structural equation modeling (SEM) processed by AMOS 24.0 processing program. The results showed that there were three hypotheses that were not supported and six hypotheses that were supported. The result is, the value received by consumers has a positive but not significant influence on repurchase intention and has a positive and significant influence on trust, which also supports the existence of equity theory. Store image has a positive and significant influence on repurchase intention, trust and perceived value. For the product attribute variable, it has a positive but not significant effect on repurchase intention and perceived value but has a positive and significant effect on trust. This research provides new insights to retail companies or managers to understand what factors are used in carrying out marketing strategies, especially to form positive consumer behaviour through product attributes, store image, perceived value and trust.