This study aims to analyze the influence of risk perception, familiarity, perception of quality and store image on consumer purchase intention in Indomaret private label products in Yogyakarta. This study used 150 samples with nonprobability sampling method and using purposive sampling technique. Analyzer used in this research is Srtuctural Equation Modeling (SEM) by using program of AMOS Version 22.0. Based on the analysis that has been done, the results obtained that the quality of service a significant positive effect on private label image. Measuring the influence of private label image on risk perception showed insignificant results. While the variable of familiarity have a significant positive effect on risk perception, the result of shelf space variable analysis showed significant positive result to the familiarization and perception of the quality. The influence test of risk perception, familiarity, and store image showed a significant positive effect on purchase intention. Only the result of quality perception variable test that showed insignificant result on consumer purchase intention of Indomaret private label product.