This study aims to develop propositions about the factors that influence the purchase intention of private label products. These factors are: in-store promotion, visual merchandising, store image, and customer value. This study elaborates on some of the results of previous studies that have examined the factors that influence purchase intention of private label products that have been published on Google Scholar and indexed by Scopus between 1991- 2020, to develop a proposition. This paper fills a lack of Studies which discuss purchase intention from a consumer behavior perspective. From the perspective of consumer behavior, purchase intention is influenced by three factors, namely: intrinsic factors including: consumer value, extrinsic factors including: in-store promotions, visual merchandising and store image, and consumer factors. This paper defines purchase intention as the effort and strong urge to buy a particular product in the future, the possibility of considering buying the product, the decision to rebuy the product and the desire to recommend the product. The main findings of this research are several propositions, namely: in-store promotion, visual merchandising and store image directly affect customer value and purchase intention. The following propositions are: In-store promotion, visual merchandising and store image influence purchase intention mediated by customer value.

Abstract
1. Introduction
2. Literature Review
    2.1. In-Store Promotion
    2.2. Visual Merchandising
    2.3. Store Image
    2.4. Customers value of Private Label Products
    2.5. Purchase Intention on Private Label Products
3. Propositions
    3.1. The Impact of In-Store Promotion toCustomer Value
    3.2. The Impact of Visual Merchandising toCustomer Value
    3.3. The Impact of Store Image to Customer Value
    3.4. The Impact of In-Store Promotion to PurchaseIntention
    3.5. The Impact of Visual Merchandising toPurchase Intention
    3.6. The Impact of Store Image to PurchaseIntention
    3.7. The Impact of Customer Value to PurchaseIntention
4. Conclusion
References

• Nina MAHARANI(Management Department, Faculty of Economics and Business, Universitas Islam Bandung, Indonesia) Corresponding Author
• Arief HELMI(Management Department, Faculty of Economics and Business, Universitas Padjadjaran, Indonesia.)
• Asep MULYANA(Management Department, Faculty of Economics and Business, Universitas Padjadjaran, Indonesia.)
• Meydia HASAN(Management Department, Faculty of Economics and Business, Universitas Padjadjaran, Indonesia.)