Retail business in Indonesia become an informal industry sector is high developing. From this phenomenon, some retailers in Indonesia try to package the products they sell with their own packaging and brands or private labels. The development of sales of private label products at Alfamidi Stores is still unsatisfactory and tends to stagnate. This study aims to determine the effect of brand awareness and brand loyalty on repurchase intentions and purchasing decisions. The design of this study is explanatory. The sampling technique in this study is on consumers who bought or consumed private label products in Alfamidi branches in Tangerang and filled out the questionnaire using the accidental sampling method but still fulfilled the specified criteria. The sampling technique is Quota Sampling with the amount determined by the researcher. Using Quota sampling, we get a sample of 100 customers. The method is Quantitative analysis with SEM analysis tools and Smart PLS tools.