Improving Marketing Communication Via WhatsApp Business To Address Declining Sales: A Case Study Of Depot Kita

Authors

  • Charlotte Kathleen Laurens Petra Christian University
  • Jusuf Imam Ibrahim

DOI:

https://doi.org/10.9744/katakita.14.3.%25p

Keywords:

customer engagement, Laswell communication model, marketing communication, sales performance, whatsapp business

Abstract

In this study, the writer aimed to help Depot Kita address the declining sales performance at High Point Apartment’s outlet by improving its marketing communication. Based on an interview with the owner, the writer found that Depot Kita faced several communication related problems, including unclear communication, a broad target audience, low customer awareness of the business’s value proposition, unique selling points (USP), unorganized message, and no CTA. To identify these problems, the writer used Lasswell’s Communication Model as the main theory. The data were collected through a semi structured interview with the owner and questionnaires distributed to existing and potential customers. The findings showed that many customers did not know what makes Depot Kita different from other food businesses. Customers also expected clearer information, fast responses, and a more organized ordering process. Based on these findings, the writer proposed a marketing communication strategy by focusing on Petra Christian University students as the main target audience, highlighting affordable prices, homemade quality as the business’s value proposition, promoting its signature menu items and free delivery offers as its USP, created customized message, CTA and several WhatsApp Business features. Through this project, Depot Kita is expected to improve sales performance and customer engagement.

References

Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed., p. 76). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed., p. 27). Pearson Education.

Lasswell, H. D. (1948). The structure and function of communication in society. In L. Bryson (Ed.), The communication of ideas (p. 37-51). Harper & Brothers.

Walansendow, A., Lagarense, B. E. S., & Lagarense, J. (2025). Implementasi kuliner tradisional Minahasa sebagai unique selling point dalam peningkatan daya saing hotel: Studi kasus Rogers Hotel Manado. Hospitality Journal , 4(2), 1-14.

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Published

2026-09-30

Issue

Vol. 14 No. 3 (2026)

Section

Articles

License

Copyright (c) 2026 Charlotte Kathleen Laurens, Jusuf Imam Ibrahim

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