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

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 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.