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

Ni Putu Pindia Maharani (Universitas Mahendradatta)
Anak Agung Elik Astari (Universitas Mahendradatta)
Ni Wayan Ari Sudiartini (Universitas Mahendradatta)

JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI)
Vol. 10 No. 3 (2025): Jurnal Penelitian Ekonomi dan Akuntansia (JPENSI)

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.