Analysis of Whatsapp Business as a Digital Marketing Media for Fried Rice Lestari Tasikmalaya

Intan Candrawati; Arip Budiman

doi:10.59890/ijaeam.v4i2.159

Authors

Intan Candrawati Politeknik LP3I Tasikmalaya
Arip Budiman Politeknik LP3I Tasikmalaya

DOI:

https://doi.org/10.59890/ijaeam.v4i2.159

Keywords:

digital marketing, WhatsApp Business, marketing strategy, SMEs

Abstract

This study aims to analyze the utilization of WhatsApp Business as a digital marketing tool at Nasi Goreng Lestari Tasikmalaya. The research adopts a qualitative method with a descriptive approach. Data were collected through observations, interviews, and documentation. The results show that WhatsApp Business plays a significant role in supporting marketing activities, particularly in facilitating communication, promotional efforts, and customer service. Features such as direct messaging, WhatsApp status, automated messages, and quick replies enable businesses to deliver information more effectively and respond to customers in a timely manner. The implemented marketing strategies include sharing product information, promoting through status updates, engaging in personalized communication, and simplifying the ordering process. However, several challenges remain, including limited marketing reach due to reliance on saved contacts and the suboptimal use of available features. Therefore, more innovative and targeted strategies are needed to optimize the use of WhatsApp Business and improve sales performance

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