The Effect of WhatsApp-Based Promotion and Customer Interaction Quality on Repurchase Decisions at MSMe Vitri OS Jember

Abstract

The rapid advancement of digital technology has transformed people's economic behavior, particularly in the area of product marketing. Vitri Os Jember, a small and medium-sized enterprise (SME) operating as an online shop, faces challenges in digital promotion and customer interaction due to a lack of technological literacy and the presence of a digital divide. This study employed a descriptive quantitative approach with a saturated sample of 70 consumers, and all classical assumption tests, including normality, multicollinearity, and heteroscedasticity, were fully satisfied. The results of multiple regression analysis revealed that promotion via WhatsApp (X1) had a significant effect on repurchase decisions (Y), with a t-count of 2.744 exceeding the t-table value of 1.996 and a significance level of 0.008, while customer interaction quality (X2) also demonstrated a significant effect, with a t-count of 2.057 exceeding the t-table value of 1.996 and a significance level of 0.044. Furthermore, the simultaneous F-test yielded an F-count of 10.781, which exceeded the F-table value of 3.981 with a significance level of 0.000, indicating that both variables jointly had a significant effect on repurchase decisions. Based on these findings, Vitri Os Jember is recommended to maximize the use of WhatsApp not only as a promotional tool, but also as a means of fostering closer and more personal communication with customers, so that customer trust and loyalty can be continuously maintained.