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

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

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

Authors

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

Abstract

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.