MAHABBAH BONDING RELATIONSHIP: RELATIONSHIP MARKETING THEORY IN ISLAMIC VALUE LENS TOWARD BUSINESS SUPPORTING CAPACITY IN BUSINESS GROUPS (KUBE) MSME FISH PROCESSING IN CENTRAL JAVA, INDONESIA

Objective: This research proposes a new conceptual model in marketing activities to provide benefits for all parties involved in a marketing relationship bond. Theoretical Framework: The integration of dimensions from Relationship Marketing Theory and Islamic Values forms a new conceptual effort to enhance marketing performance, which is Mahabbah Bonding Relationship. Method: This study employs a grounded theory research design to form constructs and develop theories from data collected directly through observation, interviews, and library research. Results and Discussion: The Mahabbah Bonding Relationship, which represents a brotherhood relationship among human resources in binding customers based on shared Islamic values to strengthen relationships and create sustainable mutual benefits. Research Implications: This study holds significant implications for expanding the current literature and advancing marketing theory and business practices. Human resource skills in building relationships based on shared Islamic values are crucial for enhancing marketing performance. Originality/Value: The integration of dimensions from Relationship Marketing Theory with the bonding approach and Islamic Values with the Mahabbah concept introduces the dimensions of the Mahabbah Bonding Relationship.