Customer Retention Strategy Through Brand Image and Product Quality: A Case Study on Repurchase Intention at PT Joyci Nusantara Cemerlang

Strategi Mempertahankan Pelanggan Melalui Brand Image Dan Kualitas Produk: Studi Kasus Niat Pembelian Kembali Pada Pt Joyci Nusantara Cemerlang

Authors

  • Novelia Novelia Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo
  • Sephia Widya W Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo
  • Vaulya Natasya Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo
  • Detak Prapanca Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.21070/mt9yb043

Keywords:

brand image, product quality, customer satisfaction, customer royalty , repurchase intention

Abstract

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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Published

2026-08-27

Issue

Vol. 9 No. 1 (2026): International Conference of Fostering Sustainable Economic Growth and Innovation through Research and Community Engagement

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Copyright (c) 2026 Novelia Novelia, Sephia Widya W, Vaulya Natasya, Detak Prapanca

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How to Cite

Customer Retention Strategy Through Brand Image and Product Quality: A Case Study on Repurchase Intention at PT Joyci Nusantara Cemerlang: Strategi Mempertahankan Pelanggan Melalui Brand Image Dan Kualitas Produk: Studi Kasus Niat Pembelian Kembali Pada Pt Joyci Nusantara Cemerlang. (2026). Procedia of Social Sciences and Humanities, 9(1). https://doi.org/10.21070/mt9yb043

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