Comparing the perceived congruence based on the experience of one outlet to another has been commonly being done in almost to each consumer. Regarding to this issue, the development of online technology has formed the concept online selling. The level of perceived congruence (outlet and online) can form the image of retail holistically as a brand. This research is focused on investigating the perceived congruence measured by the store image and the website image. This quantitative research has inlvoved respondents (residents ID at Jakarta, Bogor, Depok, Tangerang, Bekasi) who has experience in visiting the retail (outlet and online) in the last 6 months. This research explains that partially and simultaneously the store image and the website image impacts the perceived congruence. The next researches are suggested to use the level of retail brand image to investigate the impact of level perceived congruence. Keywords: congruence, image, online, outlet, perceived.