THE ROLE OF
WHATSAPP BUSINESS IN INCREASING CONSUMER ENGAGEMENT BY IMPLEMENTING DEWA EKA
PRAYOGA MARKETING TECHNIQUES
Sayudin1, Kartono2, Aang
Curatman3
Universitas Swadaya Gunung Jati, Cirebon,
Indonesia
[email protected]1, [email protected]2, [email protected]3
ABSTRACT
WhatsApp Business has become a crucial
communication tool for many businesses, enabling direct and efficient customer
interactions. This study uses Riviera Publishing as a case study to analyze the
role of WhatsApp Business in driving engagement, satisfaction, and loyalty to
increase customer numbers. Specifically, it examines how Riviera Publishing
utilizes WhatsApp Business, loyalty, and satisfaction strategies to impact
customer growth. The research employs a quantitative method, collecting data
through online surveys among active Riviera Publishing customers who use
WhatsApp Business. A simple random sample was selected from the customer
population, and structured questionnaires were used to gather data on customer
experiences with WhatsApp Business. Data were analyzed using descriptive
statistics and regression techniques. The results indicate that WhatsApp
Business engagement significantly enhances customer numbers through more
responsive and personalized interactions, boosting customer satisfaction with
Riviera Publishing’s services and reinforcing loyalty. Additionally, the use of
WhatsApp Business contributes to customer growth through more effective
marketing strategies and a broader reach. This study concludes that WhatsApp
Business is not merely a communication tool but also an effective strategy for
building closer customer relationships, which is essential for business growth
and success. The practical implications of the research include the development
of advanced digital marketing strategies and enhancing customer service based
on direct and responsive interactions via the WhatsApp Business platform.
Keywords: customer growth, loyalty, satisfaction, WhatsApp Business
engagement
Corresponding Author: Sayudin
E-mail: [email protected]
INTRODUCTION
WhatsApp Business
has become a popular communication platform for many businesses to interact
with customers. This is mainly because WhatsApp Business offers various
features tailored to support business activities, such as business chats,
automated messages, and user data analytics. Customer engagement is crucial in
maintaining positive relationships between businesses and consumers. WhatsApp
Business provides a direct channel enabling real-time interactions between companies
and customers, which can enhance engagement levels. Customer satisfaction is a
critical factor in building long-term customer loyalty. WhatsApp Business can
influence customers' perceptions of service and business communication,
affecting their satisfaction and
loyalty. The evolution of communication technology has transformed how
consumers interact with brands. WhatsApp Business offers easy access and quick
responsiveness that can influence consumers' perceptions and behaviors when
choosing products or services
WhatsApp Business
is a communication tool and part of a complex digital marketing strategy. This
study will explore how the WhatsApp
Business can be integrated into digital marketing strategies to increase
customer numbers
This research
introduces novelty that expands understanding of how WhatsApp Business
influences consumer engagement and satisfaction and directly impacts their
loyalty. By employing comprehensive analytical methods, this study will explore
WhatsApp Business's integration strategies in consumer loyalty and
satisfaction, aiming to potentially increase consumer numbers significantly.
Furthermore, this research will provide valuable insights into how engagement
with WhatsApp businesses can help sustain consumer interest in the long term
By analyzing the
role of WhatsApp Business in enhancing customer satisfaction, this study can
assist businesses in identifying ways to improve their services and
communication with customers through this platform. The research will also aid
in understanding how WhatsApp Business can be used to build stronger loyalty.
High loyalty ensures that customers repeatedly choose our products or services
In addition to its
practical benefits, this research will contribute to academic knowledge on the
interaction between digital communication technology and consumer behavior, particularly in WhatsApp Business.
Thus, this study not only provides
direct benefits to business practitioners in enhancing their strategies but
also contributes new insights to academic literature on the role of technology
in influencing the relationship between businesses and consumers. This research
aims to examine how engagement with WhatsApp Business understands the extent to
which WhatsApp Business provides effective and
responsive communication for consumers. It investigates the impact of
using WhatsApp Business in enhancing customer satisfaction. The focus is identifying
how WhatsApp Business features such as automated messages, real-time customer
service, and personalized interactions can enhance consumers' positive
perceptions of business services
Examine the relationship between WhatsApp Business
usage and loyalty levels.
Determine how this platform can strengthen the long-term relationship between
businesses and consumers, positively impacting customer retention. Identify
factors influencing customer growth through effectively using WhatsApp Business
as a communication and marketing tool. These objectives are designed to generate a deep understanding of how
WhatsApp Business can effectively enhance engagement, satisfaction, and loyalty and contribute to increasing
customer numbers
METHOD
This quantitative
research method is designed to comprehensively understand how WhatsApp Business
impacts engagement, satisfaction, and loyalty at Riviera Publishing. It focuses
on systematic and structured data collection and analysis. The research design
adopts a cross-sectional survey study with a population of active Riviera Publishing customers using WhatsApp
Business services. A simple random sample is taken from the customers meeting
these criteria. Data is collected through structured questionnaires distributed
online to selected respondents, with clear research objectives and instructions
for completion
Data is gathered
using an online survey platform over a specific period, with reminders sent to
respondents who have not completed the questionnaire. Data analysis includes
descriptive analysis to understand sample characteristics such as age
distribution, gender, and frequency of WhatsApp Business usage. Additionally,
linear regression evaluates the relationship between WhatsApp Business usage
and engagement, satisfaction, and loyalty in enhancing customer numbers.
Statistical tests
assess the significance of regression results and measure the strength of relationships among the
variables studied. Data management in this research emphasizes respondent data
security and anonymity throughout the research process. Data processing uses
statistical software such as SPSS for analysis and report compilation. Research
findings are presented in a report that includes a description of the
methodology, statistical analysis results, and interpretation of findings to
conclude the impact of WhatsApp Business on engagement, satisfaction, and
loyalty at Riviera Publishing. This method is designed to systematically and structurally provide a comprehensive understanding of the influence of
WhatsApp Business within the researched context.
RESULTS AND DISCUSSION
Validity Test
A validity test is helpful
in assessing whether a questionnaire can be considered valid. A questionnaire is deemed valid if its questions
effectively capture the aspects
intended to be measured by the questionnaire
1)
The
instrument is considered invalid if the calculated r > table r is at a
significant level (α = 0.05).
2)
The
instrument is considered invalid if the calculated r < table r at a
significant level (α = 0.05).
Table
2. Validity Test
|
No. |
Variable |
Item |
R
observed |
R
table |
Conclusion |
|
1. |
Engagement with WhatsApp Business (X1) |
Item 1 |
0.500 |
0.156 |
Valid |
|
Item 2 |
0.612 |
0.156 |
Valid |
||
|
Item 3 |
0.651 |
0.156 |
Valid |
||
|
Item 4 |
0.547 |
0.156 |
Valid |
||
|
Item 5 |
0.596 |
0.156 |
Valid |
||
|
Item 6 |
0.575 |
0.156 |
Valid |
||
|
Item 7 |
0.612 |
0.156 |
Valid |
||
|
2. |
Loyalty (X2) |
Item 1 |
0.583 |
0.156 |
Valid |
|
Item 2 |
0.834 |
0.156 |
Valid |
||
|
Item 3 |
0.826 |
0.156 |
Valid |
||
|
Item 4 |
0.766 |
0.156 |
Valid |
||
|
3. |
Satisfaction (X3) |
Item 1 |
0.748 |
0.156 |
Valid |
|
Item 2 |
0.666 |
0.156 |
Valid |
||
|
Item 3 |
0.741 |
0.156 |
Valid |
||
|
Item 4 |
0.749 |
0.156 |
Valid |
||
|
Item 5 |
0.779 |
0.156 |
Valid |
||
|
Item 6 |
0.635 |
0.156 |
Valid |
||
|
4. |
Increase in Number of Customers (Y) |
Item 1 |
0.568 |
0.156 |
Valid |
|
Item 2 |
0.662 |
0.156 |
Valid |
||
|
Item 3 |
0.682 |
0.156 |
Valid |
||
|
Item 4 |
0.659 |
0.156 |
Valid |
||
|
Item 5 |
0.646 |
0.156 |
Valid |
||
|
Item 6 |
0.592 |
0.156 |
Valid |
Source: Processed
Data, 2024
The
study focuses on four variables from the table, with 23 question items
examined. Each question item in each variable, both independent and dependent variables, shows an r-value that
exceeds the available table r-value. Therefore, the collected field data can be
confirmed as valid.
Reliability Test
A questionnaire is
considered reliable if the responses given by respondents remain consistent or
stable over time.
Table 3. Reliability Test
|
Variabel |
Cronbah’s alpha |
Role of thumb |
Conclusion |
|
Engagement with WhatsApp Business (X1) |
0, 678 |
0,6 |
Reliabel |
|
Loyalty (X2) |
0, 752 |
0,6 |
Reliabel |
|
Satisfaction
(X3) |
0, 809 |
0,6 |
Reliabel |
|
Increase in Number
of Customers (Y) |
0, 705 |
0,6 |
Reliabel |
Source: Processed
Data, 2024
Based on the
information above, this test was conducted based on variables, not individual
question items. The results show that Cronbach's alpha value exceeds 0.6,
indicating that the questionnaire can be considered reliable.
Classical Assumption Test Normality Test
Normality testing
is conducted on regression residuals using a P-P Plot. Data normality is met if
data points are distributed along the diagonal line on the graph, indicating a
distribution close to normal. This P-P Plot shows whether the regression model
meets the normality assumption
Figure 2.
Normality Test
The test results
indicate that the points are close to the diagonal line, suggesting that the
regression model has a distribution close to normal. Therefore, the regression
model can be considered suitable for further testing.
Multicollinearity Test
Multicollinearity
testing is conducted to determine if there is a correlation among independent
variables in the regression model. A good regression model should not
experience multicollinearity among its independent variables
Table 4. Multicollinearity Test
|
Model |
Collinearity
Statistics |
||
|
Tolerance |
VIF |
||
|
(Constant) |
|||
|
Engagement with
WhatsApp Business (X1) |
0.814 |
1.228 |
|
|
Loyalty (X2) |
0.955 |
1.047 |
|
|
Satisfaction
(X3) |
0.809 |
1.237 |
|
Source: Processed
Data, 2024
The test results show the following values:
1. WhatsApp Business Engagement (X1) has a tolerance
value of 0.814 > 0.1 and a VIF (Variance Inflation Factor) of 1.228 < 10.
This indicates that the X1 variable stands independently without
multicollinearity. Thus, the regression model can be used for further testing.
2. Loyalty (X2) shows a tolerance value of 0.955
> 0.1 and a VIF of 1.047 < 10. This suggests that the X2 variable stands
independently and does not suffer from multicollinearity. Therefore, the
regression model is suitable for testing.
3. Customer Satisfaction (X3) has a tolerance value of 0.809 > 0.1 and a VIF of 1.237 <10. Variable
X3 shows independence without multicollinearity issues.
Hence, the regression model
can be considered for further testing.
Heteroskedasticity Test
The heteroskedasticity test determines whether the residuals
between the regression model's observations are variation-inequal. This
condition is called homoskedasticity if residual variation remains consistent
from one observation to another
Figure 3.
Normality Test
Source: Processed
Data, 2024
The Scatterplot
shows that the points are randomly scattered above and below the X-axis (zero)
and Y-axis. This implies that this regression model does not indicate
heteroskedasticity so that it can be used
for further testing.
Multiple Linear Regression Analysis:
Multiple linear
regression is a method of analysis researchers use to predict how the dependent
variable (criteria) changes by manipulating two or more independent variables
as predictor factors
Table 5. Multiple
Linear Regression Analysis
|
Model |
Unstandardized Coefficients B |
Std. Error |
Standardized Coefficients Beta |
t |
Sig. |
Collinearity Statistics Tolerance |
VIF |
|
1 |
(Constant) |
5.551 |
2.139 |
2.595 |
.011 |
||
|
X1 |
.386 |
.081 |
.397 |
4.774 |
.000 |
.814 |
|
|
X2 |
.049 |
.077 |
.049 |
.641 |
.523 |
.955 |
|
|
X3 |
.268 |
.065 |
.342 |
4.100 |
.000 |
.809 |
a. Dependent Variable:
Y
Source: Processed
Data, 2024
Based on the table,
it can be seen that the linear regression equation describing the relationship between variables in this
study is as follows:
Y=0,397X1+0,049X2+0,342X3
From the multiple linear regression equation above, it can be concluded that:
1. The regression coefficient for WhatsApp Business
Engagement (X1) is 0.397, indicating a positive impact on the number
of consumers.
2. The regression coefficient for Loyalty (X2) is
0.049, which also positively impacts the number of consumers.
3. The regression coefficient for Customer Satisfaction (X3) is 0.342, indicating a positive impact on the number of
consumers.
4. Thus, an increase
in WhatsApp Business
Engagement, Loyalty, and Customer Satisfaction each contributes positively
to increasing the number of consumers.
Coefficient of Determination (R-squared) Test
The coefficient of
determination (R-squared) essentially measures how well the model explains the
variation in the dependent variable. It can range from 0 to 1, where a lower
value indicates that the ability of the independent variables to explain the
variation in the dependent variable is limited. Conversely, a value closer to
one indicates that the independent variables can explain the variation in the
dependent variable well
Table 6. Coefficient of Determination (R2)
Test
Model Summaryb
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.636 |
.404 |
.387 |
2.249 |
a. Predictors: (Constant), X3, X2,
X1
b. Dependent Variable: Y
Source: Processed
Data, 2024
Based on the table,
the coefficient of determination test results show an
Adjusted R Square value of 0.387. This indicates that 38.7% of the variation in
WhatsApp Business Engagement at Riviera Publishing can be explained by the
variables WhatsApp Business Engagement, Consumers, and Satisfaction. Meanwhile,
the remaining 61.3% is influenced by
other variables not included in this research model.
Hypothesis Testing T-test
The t-statistic
test is used to evaluate the influence of each independent variable on the
dependent variable.
Table 7. T-Test
Coefficientsa
|
Model |
Unstandardized
Coefficients B |
Std.
Error |
Standardized
Coefficients Beta |
t |
Sig. |
Collinearity
Statistics Tolerance |
VIF |
|
1 |
(Constant) |
5.551 |
2.139 |
2.595 |
.011 |
||
|
X1 |
.386 |
.081 |
.397 |
4.774 |
.000 |
.814 |
|
|
X2 |
.049 |
.077 |
.049 |
1.041 |
.523 |
.955 |
|
|
X3 |
.268 |
.065 |
.342 |
4.100 |
.000 |
.809 |
a. Dependent Variable:
Y
Source: Processed
Data, 2024
From the table
above, the conclusions are as follows:
1.
Hypothesis Testing 1 (H1)
Testing the
influence of WhatsApp Business Engagement (X1) on the increase in the number of
consumers (Y) shows that the calculated t-value is 4.774 with a significance result of 0.001 < 0.05.
This result indicates that WhatsApp Business Engagement (X1) significantly
influences the increase in the number of consumers (Y).
2.
Hypothesis Testing 2 (H2)
Testing the influence of Loyalty (X2) on the increase in the number of consumers
(Y) shows that the calculated t-value is 1.041 with a significance
result of 0.001 < 0.05. This shows that the variable Loyalty (X2) significantly
influences the increase in the number
of consumers (Y).
3.
Hypothesis Testing 3 (H3)
Testing the influence
of Customer Satisfaction (X3) on the increase in the number of consumers
(Y) shows that the calculated
t-value is 4.100, with a significant result
of 0.001 < 0.05. This
indicates that Customer Satisfaction (X3) significantly influences the increase
in the number of consumers (Y). Thus, WhatsApp Business Engagement (X1),
Loyalty (X2), and Customer
Satisfaction (X3) have a significant favorable influence
on the increase in the number of consumers (Y).
F-test
The simultaneous influence
test (F-test) determines whether the independent variables influence the dependent
variable collectively or simultaneously.
Table 8. F-Test
ANOVAa
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
Regression |
363.267 |
3 |
121.089 |
23.943 |
.000 |
|
Residual |
536.088 |
106 |
5.057 |
||
|
Total |
899.355 |
109 |
a. Dependent Variable: Y
b. Predictors: (Constant), X3, X2,
X1
Source: Processed
Data, 2024
Based on the table,
the simultaneous test (F-test) results show a calculated F value of 23.943, more
significant than the critical F value of 2.72, with a significance level of
0.001 < 0.05. This result indicates that WhatsApp Business Engagement,
Loyalty, and Customer Satisfaction collectively influence the increase in the
number of consumers (Y).
Discussion
The Impact of
WhatsApp Business Engagement (X1) on Increasing the Number of Consumers (Y)
Based on the
findings from the hypothesis analysis, it can be concluded that WhatsApp
Business engagement positively and significantly contributes to increasing the
number of consumers. This indicates that the use of WhatsApp Business can
potentially enhance consumer numbers. WhatsApp Business offers a direct
communication platform between businesses and consumers. The level of consumer
engagement can be analyzed from the perspective of responsiveness and
interaction this platform provides. This study enables measuring how Riviera
Publishing’s WhatsApp Business usage enhances consumer engagement. WhatsApp
Business provides easy access and quick responses, which can enhance consumers
The Impact of
Loyalty (X2) on Increasing the Number of Consumers (Y)
Based on the hypothesis
test results, it can be concluded that loyalty positively impacts increasing
the number of consumers. The importance of loyalty in boosting consumer numbers
is evident in various studies and case studies. One key aspect of customer
loyalty is repeat purchases. When customers are satisfied with the service they
receive, they tend to repurchase the product in the future.
The Impact of
Satisfaction (X3) on Increasing the Number of Consumers (Y)
Based on the
results of the hypothesis test, it can be concluded that satisfaction has a
positive and significant impact on increasing the number of consumers. This illustrates
that the more satisfied consumers are, the more significant the increase in the
number of consumers. This aligns with prioritizing customer satisfaction, evident
in efforts to retain existing customers. Businesses that successfully create satisfying
customer experiences generally have higher retention rates. This provides
financial stability and trust for the company, as they can rely on sustained
revenue from loyal customers
The Influence of
WhatsApp Business Engagement (X1), Loyalty (X2), and Satisfaction (X3)
Simultaneously on Increasing the Number of Consumers (Y)
The hypothesis test
results indicate that engagement with WhatsApp Business, loyalty, and
satisfaction significantly and positively impact the increase in consumers.
This is consistent with research findings explaining that the WhatsApp Business
platform enables more direct and efficient customer interactions. Meanwhile,
high levels of loyalty and satisfactory levels of satisfaction help retain and
attract more new customers. Combining these factors creates an environment that
supports sustainable business growth and enhances long-term customer trust and
engagement.
CONCLUSION
Based on the
analysis, it can be concluded that engagement with WhatsApp Business, customer loyalty, and satisfaction
individually and collectively positively and significantly impact increasing
the number of consumers. WhatsApp Business facilitates direct and responsive
interactions between businesses and customers, while high customer loyalty and
adequate satisfaction strengthen customer retention and increase the likelihood
of product or service recommendations to others. Effectively integrating these
three factors is critical to creating an environment that supports sustainable
business growth and strengthens long-term relationships between the company and
its customers.
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