The Influence of WhatsApp Business as a Promotional Media on Interest in Buying Zapoeng Store Products (Generation Z in Cirebon City)
Abstract
The use of smartphones at all times in Generation Z allows business processes to be more effective in creating promotions on social media, plus in daily life, both Generation Z and the older generation more often use the WhatsApp application in their daily lives for communication media, both formal and non-formal. This research discusses the influence of promotional variables carried out by WhatsApp businesses on interest in buying Zapoeng Store products for Generation Z in Cirebon City. This research aims to analyze how much influence WhatsApp business as a promotional medium has on interest in buying Zapoeng Store products for Generation Z in Cirebon City. This research is quantitative research that uses primary data processing, taking a sample of 117 Generation Z respondents in Cirebon City and using data collection techniques in the form of structured interviews. The results of this research state that there is a positive influence between the Whatsapp Business promotion variable and interest in buying Zapoeng Store products for Generation Z in Cirebon City. The significance test states that there is an influence seen from the t table value, and for the determination test which is calculated from calculating the r square formula, that WhatsApp Business as a promotional variable influences the purchase interest variable of Generation Z in Cirebon City by 88%. It can be concluded that the strength of the promotion is a benchmark that must be considered so that the opportunity for interest in purchasing Zapoeng Store products becomes large.
Downloads
References
Arifin. (2017). SPSS 24 untuk Penelitian dan Skripsi. Jakarta: Gramedia.
Azizah, Z. M. (2023). Strategi Pemasaran Menggunakan Whatsapp Bisnis Pada Lathifa Shop. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 3(1), 11–25.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro.
Hendriyani, C., Dwianti, S. P., Herawaty, T., & Ruslan, B. (2020). Analisis Pengunaan Whatsapp Business Untuk Meningkatkan Perjualan Dan Kedekatan Dengan Pelanggan Di PT Saung Angklung Udjo. AdBispreneur, 5(2), 193. https://doi.org/10.24198/adbispreneur.v5i2.29171
Herrada-Lores, S., Iniesta-Bonillo, M. Á., & Estrella-Ramón, A. (2022). Weaknesses and strengths of online marketing websites. Spanish Journal of Marketing - ESIC, 26(2), 189–209. https://doi.org/10.1108/SJME-11-2021-0219
Husnah, M., Suhairi, S., & Dharma, B. (2023). Marketing Strategy: Promotion of Kacang Asin Pak Tani Brand Products at Tanjung Anom Village. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(2), 910-929. https://doi.org/10.31538/iijse.v6i2.3717
Isbahi, M. B., Zuana, M. M. M. ., & Mariana, E. R. . (2022). The Technology Strategy in Website Communication Media in Improving Business Activities. Majapahit Journal of Islamic Finance and Management, 1(2), 126-138. https://doi.org/10.31538/mjifm.v1i2.17
Johnson, O. T. (2004). Information Theory And The Central Limit Theorem (1st ed.). ICP.
Kolagar, M., Reim, W., Parida, V., & Sjödin, D. (2022). Digital servitization strategies for SME internationalization: the interplay between digital service maturity and ecosystem involvement. Journal of Service Management, 33(1), 143–162. https://doi.org/10.1108/JOSM-11-2020-0428
Kotler, & Keller. (2014). Prinsip Prinsip Pemasaran (13th ed.). Erlangga.
Kumar Kottani, A., & Kumar, A. K. (2021). International Journal of Management and Development Studies A study on the role of WhatsApp as an emerging business communication tool among Startups and MSMEs in India. 10(11), 9–12.
Machali, I. (2021). Metode Penelitian Kuantitatif (A. Qurani Habib, Ed.; 3rd ed.). Fakultas Ilmu Tarbiyah dan Keguruan Universitas Islam Negeri (UIN) Sunan Kalijaga Yogyakarta.
Najafi, H., & Tridane, A. (2016). Improving Instructor-Student Communication Using Whatsapp: A Pilot Study. Proceedings - 2015 International Conference on Developments in ESystems Engineering, DeSE 2015, 171–175. https://doi.org/10.1109/DeSE.2015.41
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (19th ed.). ALFABETA, CV.
Takdir, S., Siska, D., & Rivandi, R. (2022). Pengaruh Social Media Marketing melalui Platform Whatsapp pada Minat Beli Masyarakat. Economics and Digital Business Review, 3(1), 42–51. https://doi.org/10.37531/ecotal.v3i1.115
Taqiyya, R., & Riyanto, S. (2020). Strategi pemanfaatan media sosial facebook dan whtasapp untuk memperluas jaringan pemasaran digital benih sayuran oleh wafipreneur di masa pandemi covid-19. Syntax Idea, 2(10), 810–823.
Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik (3rd ed.).
Utamanyu, R. A., & Darmastuti, R. (2022). BUDAYA BELANJA ONLINE GENERASI Z DAN GENERASI MILENIAL DI JAWA TENGAH (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71
Widjaja, G. (2022). What Experts Tell about Integrated Marketing Communication for Effective Business Promotion and Sale Strategy. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(1), 48-62. https://doi.org/10.31538/iijse.v5i1.1661
Wisnalmawati, W., Aribowo, A. S., & Herawati, Y. (2021). Easy Communication System as A Mediation of The Influence of Whatsapp Business on Consumer Purchase Intention on The Marketplace. RSF Conference Series: Business, Management and Social Sciences, 1(3), 347–357. https://doi.org/10.31098/bmss.v1i3.347
Copyright (c) 2024 Raden Sunahri, Rafly Raihansyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
