Use of WhatsApp Application on Fruit Marketing Communication: A Traders’ Experience
Use of WhatsApp Application on Fruit Marketing Communication: A Traders’ Experience
Author(s): Heri Akhmadi, Susanawati Susanawati, Nindia Putri Utami, Aris Slamet WidodoSubject(s): Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Fakultet organizacije i informatike, Sveučilište u Zagrebu
Keywords: WhatsApp adoption; digital marketing communication; fruit trading;
Summary/Abstract: WhatsApp is mobile messaging application which is widely used in communication. However, its use in marketing communication is relatively new. This study investigates WhatsApp user profile, factors that influence the use of WhatsApp and relationship between the factors with WhatsApp usage level in fruit marketing communication. Respondents were selected using census method by taking all fruit wholesalers in Giwangan Fruit Central Market, the largest fruit market in Yogyakarta, Indonesia. Data were analyzed using descriptive methods and Spearman Rank correlation. The results showed that majority of WhatsApp users among traders are male in millennial age, with high school education. Furthermore, the convenience in use and economical reason were the most influential factors in the use of WhatsApp on marketing communication. Moreover, this study found that there was a strong and positive correlation between benefits factors and the use of WhatsApp on fruit marketing communication.
Journal: Journal of Information and Organizational Sciences
- Issue Year: 45/2021
- Issue No: 1
- Page Range: 95-113
- Page Count: 19
- Language: English
