Well, there are many ways to raise a pokemon's happiness(friendship)
Here is a small chart for the different things that can increase
your Pokemon's Happiness.
| Event |Normal | Soothe Bell | Luxury Ball | Both
|---------------------|-------|-------------|-------------|-------
| Walked 256 steps | +1 | +2 | +2 | +3
| Use Healing Items | +1 | +2 | +2 | +3
| Using a Stat Item | +2 | +3 | +6 | +7
| Go up a level | +2 | +3 | +6 | +7
| Happiness Berries | +2 | +3 | +3 | +4
| Veilstone Massage | +3 | +4 | +5 | +6
| Resort Area Massage | +5 | +6 | +6 | +7
You can find soothe bells at the pokemon mansion. Here is a list of berries that increase Happiness:
| Berry | EV Points it Lowers
|--------------|-------------------------
| Pomeg Berry | 10 HP EVs
| Kelpsy Berry | 10 Attack EVs
| Qualot Berry | 10 Defense EVs
| Hondew Berry | 10 Special Attack EVs
| Grepa Berry | 10 Special Defense EVs
| Tamato Berry | 10 Speed EVs
Stat items are your EV items, such as Proteins, HP Ups, PP Ups, and so on.
I am not sure if Rare Candy falls under level up happiness, Stat increasing, happiness, or both.