Innovative Marketing Strategies for Enhancing Neighbourhood Conversational Commerce
DOI:
https://doi.org/10.61194/ijjm.v6i4.1882Keywords:
Conversational Commerce Neighbourhood, Consumer Engagement, Innovative Strategies, Local Businesses, WhatsAppAbstract
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.
Downloads
References
Al-Shafei, M. (2025). Navigating human-chatbot interactions: an investigation into factors influencing user satisfaction and engagement. International Journal of Human–Computer Interaction, 41(1), 411-428.
Andriyansah. (2025a). Mengenal research gap, state of the art, novelty dan sintesis teori untuk peneliti pemula. Hasta Kata.
Andriyansah, A. (2025b). Ecological Identity and Social Representation of Green MSMEs: Ergo-Iconic Value, Performativity, and Representational Resistance in the Platform Economy. Society, 13(2), 877–894. https://doi.org/10.33019/society.v13i2.815
Andriyansah, Puji, S. L., Maesaroh, I., Ayuni, D., Firmansyah, & Yolanda, L. (2025). Market Penetration Traffic Referencing Seasonal Patterns based on Marketing Value. International Journalof Economics Development Research, 6(1), 375–383.
Andriyansah, & Saputra, N. (2025). Product Values in the Digital Era and the Quest for Sustainable Competitive Advantage : A Bibliometric Mapping of Trends. 15(6), 252–268. https://doi.org/https://doi.org/10.32479/irmm.20334
Andriyansah, Subchan, Pamungkas, K., Geraldina, I., Arifin, A. H., & Manggarani, C. A. (2025). Exploring Sustainable Tourism Resources to Realise Ergo Green Tourism in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 7(2), 334–342. https://doi.org/https://doi.org/10.34306/att.v7i2.499
Andriyansah, & Sukendri, N. (2025). DIGITAL-GREEN INTEGRATION ENABLING TRADITIONAL FOOD SMES PERFORMANCE: A STRUCTURAL MODEL OF SUSTAINABLE CULINARY HERITAGE VALUE PRESERVATION. Veredas Do Direito, 22(2), e3278. https://doi.org/https://doi.org/10.18623/rvd.v22.n2.3278
Creswell, J. W., & Creswell, J. D. (2024). Research design: Qualitative, quantitative, and mixed methods approaches.
Fatimah, F., & Andriyansah. (2020). Analisis Fasilitas Pariwisata Menggunakan Prosedur Pengambilan Keputusan N-Soft Set. JURNAL RESTI (Rekayasa Sistem Dan Teknologi Informasi), 4(1), 135–141.
Felix, A., & Rembulan, G. D. (2023). Analysis of key factors for improved customer experience, engagement, and loyalty in the e-commerce industry in indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196-208.
Flavián, C., Akdim, K., & Casaló, L. V. (2022). Effects of voice assistant recommendations on consumer behavior. Psychology & Marketing, 40(2), 328–346. https://doi.org/https://doi.org/10.1002/mar.21765
Fransiska, H., Heriyadi, Ramadania, & Pebrianti, W. (2024). E-commerce Revitalization Ease Study: The Role of User-Generated Content and Swift Guanxi in Reducing Shopping Cart Abandonment to Checkout Conversion on Shopee E-Commerce. Ilomata International Journal of Management, 6(1), 362-375. https://doi.org/https://doi.org/10.61194/ijjm.v6i1.1502
Jannah, R. (2023). Utilization of Whatsapp Business in Marketing Strategy to Increase the Number of Sales Through Direct Interaction with Customers. Syntax Idea. https://doi.org/https://doi.org/10.46799/syntax-idea.v5i4.2192
K. Diantoro et al. (2025). Optimizing Federated Learning Efficiency for Real-Time Online Course Applications. 4th International Conference on Creative Communication and Innovative Technology (ICCIT), 1–7. https://doi.org/doi: 10.1109/ICCIT65724.2025.11166698.
Laranjo, L., Dunn, A. G., Tong, H. L., Kocaballi, A. B., Chen, J., Bashir, R., Surian, D., Gallego, B., Magrabi, F., Lau, A. Y. S., & Coiera, E. (2018). Conversational agents in healthcare: A systematic review. Journal of the American Medical Informatics Association, 25(9), 1248–1258. https://doi.org/10.1093/jamia/ocy072
Lim, W. M., Kumar, S., Verma, S., & Chaturvedi, R. (2022). Alexa, what do we know about conversational commerce? Insights from a systematic literature review. Psychology and Marketing, 39(6), 1129–1155. https://doi.org/10.1002/mar.21654
Meeprom, S., Jaratmetakul, P., & Boonkum, W. (2023). Examining the effect of consumer experience on co-creation and loyalty for healthy meat consumption. Frontiers in Sustainable Food Systems. https://doi.org/https://doi.org/10.3389/fsufs.2023.1123984
Mehta, R., Verghese, J., Mahajan, S., Barykin, S., Bozhuk, S., Kozlova, N., Vasilievna Kapustina, I., Mikhaylov, A., Naumova, E., & Dedyukhina, N. (2022). Consumers’ behavior in conversational commerce marketing based on messenger chatbots. F1000Research, 11, 647. https://doi.org/10.12688/f1000research.122037.1
Meria, L., Andriyansah, A., Sutisna, F., William, A., & Pasha, L. (2025). Unveiling the Role of SmartPLS and Technology in Analyzing HR Dynamics for Organizational Effectiveness. International Journal of Cyber and IT Service Management, 5(1), 71–80. https://doi.org/10.34306/ijcitsm.v5i1.179
Oprilyani, A. D., Malini, H., Barkah, Listiana, E., & Setiawan, H. (2024). Exploring Generation Z Consumers’ Manners on Green Purchase Behavior Regarding Reusable Product. Ilomata International Journal of Management, 6(2), 613-631. https://doi.org/https://doi.org/10.61194/ijjm.v6i2.1518
Pricilla, C., Lestari, D. P., & Dharma, D. (2018). Designing Interaction for Chatbot-Based Conversational Commerce with User-Centered Design. ICAICTA 2018 - 5th International Conference on Advanced Informatics: Concepts Theory and Applications, May 2019, 244–249. https://doi.org/10.1109/ICAICTA.2018.8541320
Purnomo, B., & Andriyansah, A. (2024). Ergo-Iconical Value Positioning Strategy to Improve Pharmaceutical Company Performance. ProBisnis: Jurnal Manajemen, 15(2), 28–36.
Rani, I., Asih, D., & Andriyansah. (2025). The Role of Interpersonal Communication, Social Skills, and Inclusive Teacher Competence in Student Satisfaction at the School of Human. Ilomata International Journal of Social Science, 6(2), 415–431.
Roberts, C., & Alpert, F. (2010). Total customer engagement: designing and aligning key strategic elements to achieve growth. Journal of Product & Brand Management, 19(3), 198-209.
Rosário, A., & Raimundo, R. (2021). Consumer marketing strategy and e-commerce in the last decade: A literature review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024. https://doi.org/10.3390/jtaer16070164
Saragih, C. L., & Andriyansah, A. (2023). STRATEGI PROMOSI DALAM MENINGKATKAN PENJUALAN PADA PLATFORM TIKTOK. KOLEGIAL, 11(2), 151-160.
Sukendri, N., & Andriyansah. (2024). IMPLEMENTATION OF GEOCENTRIC FINANCE EQUITY CONCEPT AND ERGO - ICONICAL VALUE FOR MSME FINANCIAL MANAGEMENT. Manajemen: Jurnal Ekonomi, 6(3).
Sukendri, N., & Andriyansah. (2025a). Mengenal ragam metode riset (1st ed.). Gapura Biru.
Sukendri, N., & Andriyansah. (2025b). PROMOTING SUSTAINABLE ECONOMY BY INTEGRATING TRI HITA KARANA CONCEPT IN THE BANK’S OWNERSHIP STRUCTURE AS INCLUSIVE AND SUSTAINABLE RISK MITIGATION. Lifestyle and SDGs Review, 5(2), e04194. https://doi.org/https://doi.org/10.47172/2965-730X.SDGsReview.v5.n02.pe04194
Zururi, A., Andriyansah, Lesmana, R., & Louise, N. (2025). Exploring Technology Innovation Management’s Impact on Business Competitiveness and Efficiency: SmartPLS Approach. APTISI Transactions on Management, 9(1), 30–39. https://doi.org/https://doi.org/10.33050/atm.v9i1.2403
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
