Nowadays private label becomes popular in retail industry. For example; Giant provides private label for some of its products like; rice, sugar, cooking oil, and etc. But the question is how the customers perceived it and which variables influence customers' perception in private label. Based on that phenomena this research is aimed to find out the consumers' perceptions towards private label and its implication on repurchase intention. Perceived Price, Perceived Quality, Perceived Risk, and Private Label or Store Label loyalty were chosen for this research for the independent variable, Private label was chosen for its moderating variable and repurchase intention for its dependent variable. A quantitative method was applied with 300 respondents who visited Giant in Cikarang, Indonesia, as the respondents and purposive sampling was used to choose the respondents. Factor analysis was applied to test the construct validity and found the convergence and no discriminant problems were detected. As for the reliability, Cronbach's Alpha was applied and all the variables exceeded 0.6 as the rule of thumb. Perceived price, quality and risk were assessed and found significantly influencing label intention and label intention influences repurchase intention.