As an agricultural community, in general, Bengkulu province has gardening. The largest plantations for the community are oil palm, rubber and coffee commodities. People depend their lives on abundant natural potentials but have not been able to manage them properly to stimulate added value. All potentials are still managed traditionally so that productivity is very low. The province of Bengkulu is the 3rd largest national coffee producer, but so far Bengkulu coffee is sold through Lampung and Palembang so it is not known outside. The problems are: The low income and welfare of the coffee farmers in Bengkulu province; The promotion and branding of Bengkulu coffee has not been recognized either nationally or internationally. The intention of compiling the Bengkulu coffee development master plan. One of the activities carried out is conducting research or mapping potential and mapping policy directions in the field of coffee development in Bengkulu Province. The aim of compiling the Bengkulu coffee development master plan a) Increasing the income of coffee farmers in Bengkulu province, b) Increasing the promotion and branding of Bengkulu Coffee at the national and international levels c) Increasing the knowledge of farmers and field officers towards coffee cultivation technology farmers: d) Increasing the role and function of farmer institutions in plantation areas coffee; e) Preparing technological innovations to increase coffee production and quality; The scope of activities is focused on coffee development in the Bengkulu area from upstream, production, downstream and provincial, district / city governments as well as Stake Holders / stakeholders.

One of the strategies implemented by the banking sector is to apply the concept of relationship marketing (RM). Relationship marketing (RM) is very helpful for companies in fostering good relationships with customers, debtors, and shareholders. In this study, the direction of the research was to examine how important the quality of the relationship between regional bank customers (Bengkulu Bank, Jambi Bank and Bank Lampung) had a positive impact in increasing the relationship marketing / RM dimensions (customer trust, customer commitment, and communication) to loyalty. This study uses an explanatory survey approach with a quantitative analysis approach. The population in this study were debtor customers at three regional-owned banks, namely Bengkulu Bank, Jambi Bank and Lampung Bank. The number of research samples were 520 respondents. The sampling method used a purposive sampling approach. The analytical tool used is Structural Equation Modeling (SEM) using the LISREL 8.7 program. In this study, the researcher found novelty, namely with regard to the dimensions in the relationship quality variable. Where in previous research in marketing there were 2 dimensions, namely respect and rapport. Meanwhile, this study adds a personality trait dimension.