Abstract

This study investigates the key determinants influencing consumer purchase intention towards private label brand (PLB) products in Kuching, Sarawak. Amid rising living costs and shifting consumer preferences, private label brands (PLBs) have emerged as affordable alternatives to national brands. Using a quantitative research approach, data were collected through structured surveys from 407 respondents in Kuching. Five independent variables—price perception, perceived value, perceived quality, brand image, and perceived risk—were examined to assess their impact on purchase intention. The results of multiple regression analysis revealed that brand image, perceived quality, and perceived risk significantly influence purchase intention, while price perception and perceived value showed no significant effect. These findings underscore the importance of brand positioning, product consistency, and consumer risk mitigation in enhancing private label adoption. The study provides practical insights for retailers to refine their marketing, branding, and product strategies, while also contributing to the broader discourse on consumer behavior in emerging retail markets.