Marketing Communication in Housewife Entrepreneurship

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. Keywords—marketing communication; entrepreneurship; housewife