ABSTRACT : Home appliances industry has a good opportunity to continue to grow. Compound Annual Growth (CAGR) in worldwide is projected to increase in the period 2022-207 to reach 5.77%. Indonesia is a country that has the opportunity to sell these home appliances. Gross Domestic Product (GDP) in the household housing equipment category increased in the first to fourth quarters in 2021. In addition, online shopping trends are also increasing, especially among generation Z and millennials. This is also experienced by several E-commerce in Indonesia which experienced an increase in sales in the home and living category which doubled in sales in 2020. By looking at this situation, RAM Armalia as a company engaged in the home appliances industry must take the opportunity to continue to survive by making improvements to the products and services offered, in order to retain and maintain customers in a long-term relationship and achieve competitive advantage. Moreover, in 2021, RAM Armalia, especially in sales of water processors (RAM Water) will experience a decline in sales due to several factors. In order to retain and maintain customer in long-term relationship, the company can conduct a marketing strategy for RAM Water to Enhance customer Loyalty.

KEYWORDS – Customer loyalty, marketing strategy, SEM-PLS, water processor