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Sri Lestari Pujiastuti, Sri Lestari
Universitas Terbuka
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Innovative Marketing Strategies for Enhancing Neighbourhood Conversational Commerce Andriyansah; Maya Maria; Kurnia Endah Riana; Sri Lestari Pujiastuti; Ledy Yolanda
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1882

Abstract

Conversational commerce (c-commerce) leveraging messaging platforms like WhatsApp presents new opportunities for local neighbourhood engagement in service-oriented markets. Aim: This study investigates how WhatsApp-based conversational agents influence consumer buying behaviour within a local workplace context, introducing the concept of Conversational Commerce of Neighbourhood. Methods: Employing a user-centred design approach, we collected quantitative data from 110 active employees at the Faculty of Economics and Business, Universitas Terbuka, via surveys and observations of a WhatsApp prototype, and conducted qualitative interviews to triangulate findings. Results: Quantitative results show that 73% of respondents reported higher satisfaction with WhatsApp-based local communications, and 65% indicated a higher likelihood of purchasing after personalised interactions; however, 25% expressed concerns about data privacy. Regression analysis indicates significant positive effects of WhatsApp usage on customer satisfaction (p < 0.001), with interaction frequency (p < 0.01) and tailored user satisfaction having substantial influence (coefficient for user satisfaction = 0.85). Qualitative insights highlight the value of personal touch, faster responses, and stronger branding perception in fostering loyalty. Conclusions: When designed with local cultural contexts and transparent data practices, neighbourhood-focused c-commerce via WhatsApp can enhance consumer engagement and purchasing outcomes, offering practical guidance for local businesses and contributing to the theoretical understanding of e-commerce and human–computer interaction in local settings.
Co-Authors AA Sudharmawan, AA Adam Faturahman Ami Pujiwati Andriyansah . Andy Mulyana April Lansonia Deni Surapto Etty Susanti Fauzy Rahman Kosasih Ginta Ginting, Ginta Hadiwidjaja, Rini Dwiyani Hidayah, Zainur Imas Maesaroh Imas Maesaroh Irmawaty Irmawaty, Irmawaty Kurnia Endah Riana Ledy Yolanda Ledy Yolanda Maria, Maya Maria, Maya Meirani Harsasi Minrohayati Minrohayati Minrohayati . Mitra Trima Dessincer Putri Moh Abdul Basir Muhammad Nasoha Nanda Septiani Nasoha, Mohamad Nenah Sunarsih Praningtyas, Elisabeth Ria Viana Rakhmini Juwita Ria Viana Praningtya, Elisabeth Riana, Kurnia Endah Rini Subekti Steven Harazaki Lase Surapto, Deni Sylvana, Andi Yanuar Trisnowati