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
Keywords: WhatsApp adoption, digital marketing communication, fruit trading

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.

Published
2021-06-15
How to Cite
[1]
H. Akhmadi, S. Susanawati, N. Utami, and A. Widodo, “Use of WhatsApp Application on Fruit Marketing Communication: A Traders’ Experience”, JIOS, vol. 45, no. 1, Jun. 2021.
Section
Articles