The study employs a quantitative approach to explore the relationship between customer awareness, store image, customer trust, and purchase intention regarding private label brands. Data from 400 customers, gathered through convenience sampling, is analyzed using various statistical tools, including chi-square analysis, factor analysis, regression analysis, weighted average score calculation, and t-tests. Results reveal significant correlations between customer demographics and awareness of private label brands. Trust in brand reliability emerges as the most influential factor, followed by product standards and price comparison. Social influence, brand loyalty, and convenience also significantly impact purchase intentions. While brand integrity and ethical practices are less emphasized, they remain crucial for enhancing purchase intentions. The study emphasizes the extent of store image and customer trust actively forms purchase intention among customers.