Penggunaan Whatsapp Business untuk Pemasaran Jasa dari UMKM di Indonesia

Abstract

The Purpose of this study is to analyze the role of WhatsApp Business in assisting Micro, Small, and Medium Enterprises (MSMEs) in the field of service marketing to increase sales. The research method applied is qualitative with a literature study approach. The results of the study show that WhatsApp Business significantly increases customer engagement, reduces operational costs, and strengthens consumer loyalty through features such as broadcasts, contact labels, and simple consumer relationship integration. However, challenges such as technological resistance and data privacy remain obstacles. Overall, this platform revolutionizes traditional service marketing into an inclusive digital model, with increased sales in sectors such as financial consulting, electronics repair, and tailoring services. Recommendations from the study include suggestions for MSMEs to adopt continuous digital literacy training through collaboration with the government and community, as well as the development of consistent and analytics-based promotional content.