This study aims to analyze the function of product image moderation on the effect of get & retain profitable customer and partner on business performance. The population in this study is Small and Medium Entreprises (SME’s) in Malang Regency, East Java, Indonesia. Sampling technique using proportional random sampling with the number of 100 entities of business units. Data was collected through the spread of online kusioner by using likert scale of 1 to 5. Furthermore, the primary data were analyzed by structural equation model, using program of Part Least Square (PLS). The analysis result get that get & retain profitable customer and partner significantly effect to business performance. However, the product image does not moderate on the effect of the two variables. This is due to the value of probability is 0.431 greater than 0.05. It means, product image does not strengthen the effect of get and retain profitable customer and partner to the business performance