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Increasing the number of middle class coupled with the decline in prices of goods and services due to decreasing inflation rate, will be directly proportional to the increase in purchasing power of society in general. The increasing effect of purchasing power is believed to change consumer behavior. Consumers who initially shop at traditional markets will switch to the modern retail market. This is cause of retail trends currently enter the lifestyle sphere. This phenomenon makes retailers try to package products using their own packaging and brands, often known as private label brands. Implementation is expected to create an attractive store image and become a shopping preference for consumers. The study used simple regression analysis to consumers who had been shopping in Indomaret and Alfamart. The results showed that there is influence of private label brand to consumer shopping preference and minimarket brand image in Jakarta. Keywords—private label brand; consumer shopping preferences; store image; minimarket

Private Label Brand as Better Competitive Advantage for Local Retailers