期刊名称：Journal of Information and Organizational Sciences
印刷版ISSN：1846-3312
电子版ISSN：1846-9418
出版年度：2021
卷号：45
期号：1
页码：95-113
DOI：10.31341/jios.45.1.6
出版社：Faculty of Organization and Informatics University of Zagreb
摘要：WhatsApp is mobile messaging application which is widely used in communication. However, its use in marketing communication is relatively new. This study investigates WhatsApp user profile, factors that influence the use of WhatsApp and relationship between the factors with WhatsApp usage level in fruit marketing communication. Respondents were selected using census method by taking all fruit wholesalers in Giwangan Fruit Central Market, the largest fruit market in Yogyakarta, Indonesia. Data were analyzed using descriptive methods and Spearman Rank correlation. The results showed that majority of WhatsApp users among traders are male in millennial age, with high school education. Furthermore, the convenience in use and economical reason were the most influential factors in the use of WhatsApp on marketing communication. Moreover, this study found that there was a strong and positive correlation between benefits factors and the use of WhatsApp on fruit marketing communication.
其他摘要：WhatsApp is mobile messaging application which is widely used in communication. However, its use in marketing communication is relatively new. This study investigates WhatsApp user profile, factors that influence the use of WhatsApp and relationship between the factors with WhatsApp usage level in fruit marketing communication. Respondents were selected using census method by taking all fruit wholesalers in Giwangan Fruit Central Market, the largest fruit market in Yogyakarta, Indonesia. Data were analyzed using descriptive methods and Spearman Rank correlation. The results showed that majority of WhatsApp users among traders are male in millennial age, with high school education. Furthermore, the convenience in use and economical reason were the most influential factors in the use of WhatsApp on marketing communication. Moreover, this study found that there was a strong and positive correlation between benefits factors and the use of WhatsApp on fruit marketing communication.
关键词：WhatsApp adoption; digital marketing communication; fruit trading
