Analysis Of Whatsapp Business Features On The Effectiveness Of Marketing Communications For Craft Msmes In Jambi City

Authors

  • Rudi Nata Information Systems Study Program, Faculty of Science and Technology, University of Jambi, Jambi, Indonesia
  • Ari Andrianti Information Systems Study Program, Faculty of Science and Technology, University of Jambi, Jambi, Indonesia
  • Miranty Yudhistira Information Systems Study Program, Faculty of Science and Technology, University of Jambi, Jambi, Indonesia
  • Rahmad Ashar Informatics Study Program, Faculty of Science and Technology, University of Jambi, Jambi, Indonesia
  • Renaldi Yulvianda Information Systems Study Program, Faculty of Science and Technology, University of Jambi, Jambi, Indonesia

DOI:

https://doi.org/10.22437/proca.v2i2.55563

Keywords:

Features, WhatsApp, Effectiveness, Communication, MSMEs

Abstract

This study analyzes the influence of WhatsApp Business features (Broadcast Message, Quick Reply, Catalog, and Labeling) on marketing communication effectiveness for creative SMEs in Jambi City. Using a mixed-methods approach, quantitative data were collected through structured questionnaires from 385 creative SME respondents, while qualitative data were gathered through in-depth interviews, case studies, and focus group discussions. Multiple linear regression analysis revealed that WhatsApp Business features simultaneously significantly influence marketing communication effectiveness (R²=0.596, p=0.003), explaining 59.6% of the variance. However, partial analysis showed only the Catalog feature had significant positive influence (β=0.903, p=0.034), while Broadcast Message and Labeling showed positive but insignificant effects, and Quick Reply demonstrated negative influence. The novelty lies in focusing specifically on creative SMEs in Jambi with cultural heritage products and comprehensively analyzing four WhatsApp Business features simultaneously. This research contributes to digital marketing literature by demonstrating how digital tools can preserve local cultural values while enhancing business competitiveness. The findings imply that creative SMEs should prioritize optimizing Catalog features with high-quality visual content that showcases cultural values, supported by government digital literacy programs tailored to heritage-based businesses.

References

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Published

15-06-2026

Issue

Vol. 2 No. 2 (2026): The 3rd Jambi International Conference On Engineering, Science and Technology (JICEST)

Section

RESEARCH DISSEMINATION

License

Copyright (c) 2026 Rudi Nata, Ari Andrianti, Miranty Yudhistira, Rahmad Ashar, Renaldi Yulvianda

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Published with license by LPPM Universitas Jambi. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0 International). This license enables reusers to distribute, remix, adapt, and build upon the material in any medium or format, so long as attribution is given to the creator. 

How to Cite

Nata, R., Andrianti, A., Yudhistira, M., Ashar, R., & Yulvianda, R. (2026). Analysis Of Whatsapp Business Features On The Effectiveness Of Marketing Communications For Craft Msmes In Jambi City. Proceedings Academic Universitas Jambi, 2(2), 238-246. https://doi.org/10.22437/proca.v2i2.55563