Strategi Pemasaran Relationship Marketing pada UD. Tani Makmur di Desa Paleran Kecamatan Umbulsari Kabupaten Jember

Abstract

Increasing business competition in the agricultural sector requires companies to not only offer quality products but also establish long-term relationship with consumers to maintain their loyalty. Relationship marketing has become an important strategy for creating sustainable business relationship through trust, commitment, effective communication, and appropriate complaint handling. This study aims to analyze the relationship marketing strategy of implemented by UD. Tani Makmur in Paleran Village, Umbulsari Subdistrict, Jember Regency. This study employed a descriptive qualitative approach. Participants were selected using a purposive sampling technique, consisting of the business owner and three consumers. Data were collected through interviews, observation, and documentation, while data were analyzed using the Miles and Huberman interactive model. The results indicate that UD. Tani Makmur has effectively implemented relationship marketing through four key dimensions: trust, company commitment, communication, and prompt complaint handling. Trust is established through honesty, consistent product quality, and reliable service, while commitment is reflected in maintaining long-term relationship with consumers. Effective two-way communication and responsive complaint handling further strengthen consumer confidence. These findings demonstrate that the integration of the four relationship marketing dimensions plays an essential role in fostering consumer loyalty and supporting the long-term sustainability and competitiveness of the business