ANALYSIS OF THE IMPACT OF WHATSAPP BUSINESS APPLICATION USAGE ON MSME MARKETING: A CASE STUDY OF UKK CAKE IN PELAIHARI CITY

Abstract

WhatsApp Business is one of the applications widely used by SMEs due to its ability to offer various features that can support efficiency in managing communication, promotion, and product sales. With easy integration with messaging applications that are already popular among the public, WhatsApp Business provides practical solutions for entrepreneurs in managing interactions with customers more effectively. This research aims to analyze the impact of using WhatsApp Business on the marketing activities of SMEs, with a case study on the SME 'UKK Cake' located in Pelaihari City. This research focuses on how the features of WhatsApp Business are utilized to enhance the marketing process, improve communication efficiency, and expedite transactions. Additionally, this research aims to explore the experiences and perceptions of SME actors in utilizing this application for more efficient marketing and communication purposes. The method used in this research is a phenomenological approach with a qualitative research design. Data was collected through in-depth interviews with the owners and managers of UKK Cake, as well as through participatory observations. Data analysis was conducted using data reduction techniques and thematic coding to identify important patterns that emerged from interviews and observations. The results of this study indicate that WhatsApp Business is capable of enhancing customer satisfaction, accelerating transaction processes, and contributing to increased sales of UKK Cake products. This research provides important contributions in demonstrating how digital technology, particularly WhatsApp Business, can be effectively utilized by MSMEs in managing marketing and communication with customers. Additionally, the results of this research are also expected to serve as a reference for other MSME actors to adopt similar technologies to support their business growth in the digital era.