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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.

Keywords

Conversational Commerce Neighbourhood Consumer Engagement Innovative Strategies Local Businesses WhatsApp

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Maya Maria, Universitas Terbuka

Management

Kurnia Endah Riana, Universitas Terbuka

Management

Sri Lestari Pujiastuti, Universitas Terbuka

Management

Ledy Yolanda, Universitas Terbuka

Management

How to Cite
Andriyansah, Maria, M., Riana, K. E., Pujiastuti, S. L., & Yolanda, L. (2025). Innovative Marketing Strategies for Enhancing Neighbourhood Conversational Commerce. Ilomata International Journal of Management, 6(4), 1621-1632. https://doi.org/10.61194/ijjm.v6i4.1882

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