Marketing Strategy for Food MSMEs with WhatsApp as the Main Media

Gita Afriani; Lilis Sri Hastuti; Hijriyah; Husnul Farida

doi:10.5281/zenodo.12607388

Authors

Gita Afriani Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Lilis Sri Hastuti Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Hijriyah Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Husnul Farida Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

DOI:

https://doi.org/10.5281/zenodo.12607388

Keywords:

Marketing strategies, MSMEs, WhatsApp Business, Economic resilience

Abstract

Objective: This study investigates the marketing strategies of food MSMEs in the Mataram campus area, focusing on the use of WhatsApp Business as the primary digital marketing tool in the New Normal era of 2024.
Approach: Employing a qualitative methodology, the research combines structured interviews and direct observations of MSME participants to understand their strategies and challenges in leveraging digital technology for marketing.
Results: Findings reveal that WhatsApp Business is widely embraced among MSMEs, facilitating personalized customer engagement and efficient communication. Notable establishments such as Warung Makan Mama, Kedai Kopi Baru, and Toko Roti Makmur have successfully utilized the platform to enhance customer loyalty and market reach. Despite benefits such as increased visibility and customer interaction, challenges include managing high volumes of communication and maintaining data security.
Novelty: This study highlights the significant impact of WhatsApp Business on MSME marketing strategies in a post-pandemic context, demonstrating its role in promoting digital literacy and economic resilience.
Practical Applications: The research underscores the need for training initiatives, improved digital infrastructure, and supportive policies to maximize the benefits of digital marketing tools for MSMEs. These measures can foster sustainable growth and enhance the economic resilience of local communities in Mataram

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Author Biographies

Gita Afriani, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Gita Afriani
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Lilis Sri Hastuti, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Lilis Sri Hastuti
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Hijriyah , Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Hijriyah
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia
Husnul Farida, Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

Husnul Farida
Department of Accounting, Faculty of Economics, Universitas Bumigora, Mataram, Indonesia

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