<![CDATA[General Background: Customer retention represents a critical challenge for companies navigating increasingly competitive and dynamic business environments. Specific Background: PT Joyci Nusantara Cemerlang faces similar challenges in maintaining customer relationships and understanding consumer repurchase intentions. Knowledge Gap: Prior studies often overlook how integrated frameworks combining brand equity, product quality, and customer satisfaction drive long-term repurchase behavior in competitive markets. Aims: This study aims to analyze customer retention strategies at PT Joyci Nusantara Cemerlang by focusing on brand image and product quality to encourage repurchase intentions. Results: Findings indicate that brand image and product quality heavily influence repurchase decisions, with customer satisfaction acting as a crucial mediating bridge. Novelty: This study uniquely integrates literature regarding brand perception, product excellence, and customer relationship management to build a comprehensive retention model. Implications: Enterprises should continuously refine product quality, reinforce brand identity, and implement customer relationship management programs to secure sustainable business growth. Highlights: Brand image builds consumer trust and fosters stronger emotional connections with the enterprise. Product quality elevates customer satisfaction while strengthening perceived value. Customer relationship management programs support long-term loyalty and repeat purchase behaviors. Keywords: Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty, Repurchase Intention]]>
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