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ABSTRACT:

This research aims to study and analyze the strategy of the financing company WOM Finance in maintaining good relationships with customers and implementing bailouts as an innovative marketing technique. The research locus is the object and source of data from the place being researched so that the information obtained can provide accurate data and truth in research. In WOM companies: Marketing Division Manager, Marketing Team Head, and Marketing Division Staff. The qualitative approach carried out through the data analysis technique used is the Manual Data Analysis Procedure (MDAP) by Rofiah (2023), from the results of interviews accompanied by triangulation of sources, methods and theories, it can be concluded that WOM Finance in realizing company goals includes a relational marketing orientation (internal) which consists of special internal training and maintaining communication. Relationship (external) marketing orientation which consists of the golden rules of marketing, maintaining trust, maintaining good relationships with customers, being ethical and listening to input, and maintaining communication. Marketing actions as real actions to attract WOM Finance customers focus on several points including customers, costs, as well as convenience and communication. The new breakthrough effort being made is a bailout strategy which is expected to prevent the bad reputation of companies and marketers.

KEYWORDS:

Target Marketing, bailouts, marketing innovation, lateral marketing

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