. The objectives of this study are to 1) analyze effect of price consciousness,value consciousness, quality variation, trust and private label attitude on purchaseintention toward food private label, 2) identifies the differentiation of latent-variablesbetween hypermarket and minimarket. Descriptive analysis, covariance based SEM andMann Whitney test were used in data analysis. This research used 182 respondent andquota sampling method. The results show that 1) significantly quality variation andtrust has influence on private label attitude and private label atttitude has influence onpurchase intention, 2) the result of Mannn Whitney test show that trust variable, privatelabel attitude variable and purchase intention variable are perceived differently by thehypermarkets consumer and minimarkets consumer.