Relationship Marketing Strategies in Building Long-Term Partnerships Between Contractor And Clients in the Property Sector

Pindia Maharani, Ni Putu
Elik Astari, Anak Agung
Ari Sudiartini, Ni Wayan

JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI)
Vol 10 No 3 (2025): JURNAL PENELITIAN EKONOMI DAN AKUNTANSI

This study aims to analyze the influence of five dimensions of relationship marketing—communication, trust, commitment, empathy, and long-term orientation—on long-term partnerships between contractor companies and clients in the property sector, particularly in Tabanan, Bali. A quantitative method was applied using purposive sampling with 100 respondents. Data were analyzed using multiple linear regression with SPSS.