This research is conducted due to examine the effects of four key factors (corporate brand image, store image, perceived risk and price image) of the retail store company and the private label product image itself towards the costumer’s purchase intention on private label brand. The company that will be examine in this research will be Carrefour Indonesia and their private label brand “Carrefour”. For years, private label has always been considered as a solution for both the retail company and the customers for gaining mutual benefit, whereas the company will gain profit and brand awareness from the private label brand sales and the customer can afford a fine quality product with lower price. But, nonetheless, according to the studies conducted by various scholars and marketing research company over the past years, research findings shows that consumer still look down on the existence of the private label brand. Furthermore, according to a research conducted by Nielsen, it is revealed that the marketshare and growth of private label brand are currently very low in the Asia-Pasific region if compared to countries in Europe. Therefore, this research aims to better understand the correlation between the four key factors and the effects of those factors towards the private label brand purchase intention on the Indonesian retail consumers. The findings of this research is expected to give contribution to the marketing literature and also to give input to the company’s private label brand marketing strategy. In this research, a total of 203Indonesian respondents answered questionnaires regarding their assessment on the Carrefour’scorporate and store image, as well as their perception on the “Carrefour” private label perceived risk and price image. In this research, to test the hypothesized relationships between the four key factors towards the purchase intention variable, a multiple regression model was used.