Key words Generalized potential, variable exponent, variable Lebesgue space, quasimetric measure space, space of homogeneous type, Musielak-Orlicz space, Matuszewska-Orlicz indices MSC (2010) 43A85, 46E30, 47B38We consider generalized potential operators with the kernel a ([ (x ,y )])[ (x ,y )] N on bounded quasimetric measure space (X, μ, d) with doubling measure μ satisfying the upper growth condition μB(x, r) ≤ Kr N , N ∈ (0, ∞). Under some natural assumptions on a(r) in terms of almost monotonicity we prove that such potential operators are bounded from the variable exponent Lebesgue space L p (·) (X, μ) into a certain Musielak-Orlicz space L Φ (X, μ) with the N -function Φ(x, r) defined by the exponent p(x) and the function a(r). A reformulation of the obtained result in terms of the Matuszewska-Orlicz indices of the function a(r) is also given.