Optimalisasi Whatsapp Business Sebagai Media Promosi Pada Toko Buah Bintang Jaya

Abstract

The development of information technology has encouraged business actors to utilize digital media as a more effective promotional means, one of which is through WhatsApp Business. This application provides various features that can help business actors convey product information and establish communication with customers. Toko Buah Bintang Jaya has used WhatsApp Business as a promotional medium, but its utilization is still not optimal. This study aims to determine the optimization of WhatsApp Business as a promotional medium at Toko Buah Bintang Jaya. The study uses a qualitative descriptive method with data collection techniques through observation, interviews, and documentation of the owner and customers of Toko Buah Bintang Jaya. The results of the study show that WhatsApp Business has been utilized to convey information about products, prices, stock, and promotions through the WhatsApp Status feature, business profile, catalog, chat service, and automated messages (Greeting Message and Away Message). Nevertheless, its utilization still faces several obstacles, such as promotional information updates that have not been carried out consistently and the not yet optimal use of several features. Therefore, optimization is needed through regular content updates, maximum utilization of all WhatsApp Business features, and improvement of the quality of promotional information so that the delivery of information to customers becomes more effective and able to support promotional activities at Toko Buah Bintang Jaya.