Preliminary communication
https://doi.org/10.31341/jios.45.1.6
Use of WhatsApp Application on Fruit Marketing Communication: A Traders’ Experience
Heri Akhmadi
; Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia
Susanawati Susanawati
; Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia
Nindia Putri Utami
; Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia
Aris Slamet Widodo
; Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia
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.
Keywords
WhatsApp adoption; digital marketing communication; fruit trading
Hrčak ID:
263750
URI
Publication date:
15.6.2021.
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