WhatsApp Story as a Medium of Digital Marketing Communication for MSME in Bogor Regency

Abstract

A number of studies have proven that in this era, traditional marketing has been abandoned by many business people. This is inseparable from a number of weaknesses of traditional marketing such as high costs and one way communication. As the backbone of the community's economy, many MSMEs are now leaving traditional marketing and switching to digital marketing. WhatsApp is an instant messaging application that is widely used by MSMEs as a digital marketing medium. The purpose of this study is to identify the benefit of WhatsApp Story as a digital marketing communication medium for MSMEs in Bogor Regency. The research using qualitative methods by interviewing and online observations. Based on the results, MSMEs in Bogor Regency have implemented the 4 Dimensions of Social Media Marketing in marketing their products through their WhatsApp Story. The reasons MSME members in Bogor Regency prefer to use WhatsApp Story for marketing are because it is simple, practical, fast, low cost and helps increase turnover. They only need to take a photo of their product, create a photo description, upload it and then just wait for the response from the netizen. However, nowadays mostly MSME members in Bogor Regency still share their own personal life, then using it for promoting or selling products.