The dynamics competition in LED lighting business with its various benefits and its uniqueness compared to other conventional lamps is an factor that increasing the growth of brands, manufacturers, principals, distributors of LED lamps, specifically those in retail sector, just like Business to Business (B2B) between producers, principals and distributors to store parties in an effort to strengthening the number of marketing partner stores (active store numbers). This research has purposes to reveal and examine the affect which caused by store image, product quality, and customer relationship management towards brand image and its implications on the In-Lite LED lighting partnership decisions in Jakarta. The samples were taken from 165 retail store owners (trade sales) with direct questionnaires. The analytical tool in this research was SEM-PLS. The outcomes showed that Store image had a positive and significant affect on brand image; product quality had a positive and significant affect on brand image; customer relationship management had a positive and significant affect on brand image; store image had a positive and significant affect on partnership decisions; product quality had a positive and significant affect on partnership decisions; customer relationship management had a positive and significant affect on partnership decisions; and brand image had a positive and significant affect on partnership decision.

Keywords : Store Image, Product Quality, Customer Relationship Management, Brand Image, Partnership Decision