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In order to develop a relationship, Islam has several values that must be obeyed by its believers. Indonesia as a country with the largest Moslem population in the world must aware the relational values based on Islamic teachings. In this research, there are four variables used Islamic Relationship Value, Relationship Quality, Adaptive Selling, and Salesforce Performance. Six hypotheses are built in this research to show that the Islamic relationship value has significant impact to Adaptive Selling, Islamic Relationship Value has significant impact to Relationship Quality, the Islamic relationship value has significant impact to salesforce performance, the relationship quality has significant impact to salesforce performance, and the adaptive selling does not have significant impact to salesforce performance. The analytical tools in this research employ Stuctured Eqution Modelling by using SPSS 22 and AMOS 22 software. There are 250 salesforces who are observed by using purposive sampling. The result in this research will give an innovation to marketing studies. The novelty of this research explains the Islamic Relationship Value as a new wave in marketing studies.