Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)

Marketing Communication in Housewife Entrepreneurship

Authors
Wulan Trigartanti, Ike Junita Triwardhani
Corresponding Author
Wulan Trigartanti
Available Online March 2019.
DOI
https://doi.org/10.2991/sores-18.2019.2How to use a DOI?
Keywords
marketing communication; entrepreneurship; housewife
Abstract
Housewives are currently required to have an entrepreneurial spirit to help improve the household economy while increasing their development of thought and quality of life, not just for themselves but for their families too. Some housewives choose to do home business in the informal sector to have the flexibility of time. This way they can arrange and adjust the working time, in which they can work before or after the household affairs finished. Communication skills can support the success of housewives in running their businesses. This ability can help them establish relationships well so that they can expand product marketing. This paper is based on the research on housewife entrepreneurship and formulating the problem of how marketing communication is carried out in housewives entrepreneurship. The research method used is qualitative with the ethnographic approach of communication. The research subjects are housewives who run home businesses. The result of research explains that marketing communication done by a housewife who runs the home industry business covers 3 points: how to identify the consumer, how to build relationships with consumer, and how the marketing method is conducted.
Open Access
This is an open access article distributed under the CC BY-NC license.

Download article (PDF)

Proceedings
Social and Humaniora Research Symposium (SoRes 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2019
ISBN
978-94-6252-693-8
ISSN
2352-5398
DOI
https://doi.org/10.2991/sores-18.2019.2How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Wulan Trigartanti
AU  - Ike Junita Triwardhani
PY  - 2019/03
DA  - 2019/03
TI  - Marketing Communication in Housewife Entrepreneurship
BT  - Social and Humaniora Research Symposium (SoRes 2018)
PB  - Atlantis Press
SP  - 7
EP  - 10
SN  - 2352-5398
UR  - https://doi.org/10.2991/sores-18.2019.2
DO  - https://doi.org/10.2991/sores-18.2019.2
ID  - Trigartanti2019/03
ER  -