Strategi Marketing Komunikasi Kecap ABC dalam Mendukung Kesetaraan Gender Melalui Kampanye "Suami Sejati Mau Masak"

Abstract

The importance of good communication in socializing a product, which can bring the business to success. The ability of a clear strategy mapping is also very needed to encourage the interest of buyers who will later be oriented to customer loyalty. One of the strategy used by the Kecap ABC Marketing Communication, namely through the support of a campaign "Suami Sejati Mau Masak". With the aim of providing information, influencing the community and motivating changes in audience behavior, especially to the husband to help his wife in the kitchen. This study uses qualitative research with a descriptive analysis approach. The results in this study, namely the campaign strategy used by campaigns that are more ideologically oriented and campaigns that are more product oriented. Where in the campaign formed an event "Akademi Suami Sejati” a forum for husband to learn from tips and tricks on the first juice recipe on the way to being  an equal partner in the kitchen.