The existence of products with private label brands is a priority for the ritailer, because in addition to helping to increase the number of visits and sales in the store, it can also increase customer loyalty. The rapid development of private labels can be seen from the increasing number of types of private label products being marketed. But the development of sales of private label products at Alfamidi in 2017 is still not satisfactory and tends to stagnate. The condition of the consumption level of Alfamidi's private label products is still low, even though the company has approached various promotional activities. In this study is to obtain a model of repurchase intention and to know the effect of brand awareness, brand association, perceived quality, brand loyalty on the intention to repurchase private label products . This research was conducted with a quantitative approach and data collection techniques for questionnaires surveying 100 respondents at the Alfamidi research site in Tangerang City. The results showed that there was a significant influence between brand awareness, brand association, perceived quality, brand loyalty towards the intention to repurchase private label products . However, there is a negative relationship between brand awareness and repurchase intention. The contributions of the four variables amounted to 47.4% towards the intention to repurchase. This indicates that there are still 52.6% of other variables that are factors in influencing the intention to repurchase . This indicates that the brand is not a major consideration for consumers in buying private label products at Alfamidi stores . There are other factors such as products, prices, places, promotions and distribution channels.