This study aims to identify the role of purchasing strategy and relational embeddedness in customer responsiveness. This research is vital because changes in consumer behavior affect the company's action in managing supply chains. This study used a convenience sampling technique to take 100 samples through a questionnaire and uses the structural equation model to test the hypothesis. The results indicate that the purchasing strategy affects the company's ability to build strong relationships that support the speed of serving customer needs. Also, the ability to build strong relationships in the supply chain affects the response of serving customer needs. Keywords: Purchasing Strategy, Relational Embeddedness, Customer Responsiveness