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Nungsiyati .
Prodi Sistem Informasi, FTIKOM, Institut Bakti Nusantara, Lampung
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ENHANCING SME DIGITAL MARKETING THROUGH A WEB-BASED E-COMMERCE SYSTEM WITH AUTOMATED WHATSAPP ORDERING Nungsiyati Nungsiyati; Hafid Hafid; Vina Putri Agustiyani
JMBI (Journal of Marketing and Business Intelligence) Vol. 4 No. 1 (2026): JMBI (Journal of Marketing and Business Intelligence)
Publisher : YHMM PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/jmbi.v4i1.182

Abstract

The rapid advancement of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing strategies through e-commerce platforms to improve competitiveness and business performance. However, many MSMEs still face challenges in managing online transactions, customer communication, and digital promotion effectively. This study aims to implement a web-based mobile e-commerce system integrated with automated WhatsApp ordering features for UMKM Barokah to support digital marketing activities and improve customer service quality. The research employed a quantitative approach using observation, interviews, system implementation, and questionnaire distribution to 76 customers during the July–September 2025 period. The system was developed using a web mobile platform integrated with WhatsApp communication features to facilitate direct interaction between customers and sellers. Quantitative testing results showed that the system achieved a very good acceptance rate, with overall customer satisfaction reaching 89.1%. The perceived ease of use obtained a score of 90.2%, interface appearance 87.4%, interactive communication 89.3%, and transaction speed through automated WhatsApp ordering 92.1%. The findings indicate that integrating e-commerce with WhatsApp automation significantly improves digital marketing effectiveness, customer engagement, transaction efficiency, and repurchase intention. Furthermore, the system successfully reduces manual transaction errors and enhances operational efficiency for MSMEs. Therefore, the proposed system can serve as an innovative digital transformation model for MSMEs in strengthening online marketing strategies and improving customer relationship management in the digital business era.
Co-Authors Adi Prasetia Nanda Ali Zainal Abidin Andino Maseleno Ariyantini, Vivi Deli Wahana Aprilianti Devi Fitriyana Dewi Lidia Purwani Didi Susianto Dwi Puastuti Elisabet Yunaeti Anggraeni Evi Rahmawati Evy Haryani Febriyani, Eva Fiqih Satria Guna Yanti Kumala Sari Siregar Pahu Hafid Hafid Hasanah, Khuswatun Indrianingsih Indrianingsih Khuswatun Hasanah Laili Rizkia Putri Muhamad Muslihudin Noca Yolanda Sari Noca Yolanda Sari Novantry, Sonny Novita Andriyani Nur Aminudin Nur Zaman Nurbaiti, Putri Oktariyan, Deni Rara Marselina Jupon Riki Renaldo Riki Renaldo Riki Renaldo, Riki Rizky Purnama Satria, Fiqih Siti Mukodimah Sofy, Ahyani Sri Agustina Sri Hartati Sucipto . Sucipto . Sudewi Suyono Suyono Tia Monica Andriani Tika Wulandari Tomi Adi Kartika Tri Susilowati Vina Putri Agustiyani Wulandari Wulandari Yuri Fitrian