Objective - This study aims to examine the influence of personal involvement and store brand familiarity on store brand buying intentions at a store named Indomaret in Bengkulu City. This study also examines how store brand familiarity, as a moderating variable, influences personal involvement of store brand purchases.

Methodology/Technique - The data in this study is obtained from a questionnaire distributed to 200 respondents who shop for store brand products at Indomaret in Bengkulu City. The method of analysis used is the SmartPLS 2.0 as a statistical technique was used to identify the variables studied.

Findings - The results clearly show that personal involvement and store brand familiarity both have a partial effect on store brand buying intention. Further, store brand familiarity does not have a moderating effect on personal involvement in store brand buying intention.

Novelty - The findings of this study are the first to identify store brand familiarity as moderating variable in the study of the influence of personal involvement on store brand buying intention.

Type of Paper: Empirical.

Keywords: Personal Involvement; Store Brand Familiarity; Store Brand Buying Intention.

JEL Classification: M30. M31. M39.