Understanding B2B Client Purchase Decisions through Social Media Usage and WhatsApp-Based Digital Sales Interaction

A Qualitative Study

Authors

  • Fandra Dzaky Fahiqha Universitas Islam Indonesia
  • Hanifa Nur Fadhilla Universitas Islam Indonesia

DOI:

https://doi.org/10.32832/jm-uika.v17i3.24325

Keywords:

social media usage, Digital Sales Interaction, Client Purchase Decisions, WhatsApp, Marketing Communication

Abstract

This study aims to analyze the influence of social media usage and digital sales interaction on client purchase decisions within a business-to-business (B2B) context at PT. Tourezia Cakra Inspira, an Indonesian tour and event organizer company. While social media and digital sales interaction have been widely examined in business-to-consumer settings, research on WhatsApp-based communication with institutional clients in the tourism and event organizer industry remains limited. This study addresses this gap by integrating the Service-Dominant Logic, Technology Acceptance Model, and Emotional Contagion Theory to explain how social media content and WhatsApp-based interaction jointly shape B2B client purchase decisions. A qualitative approach was employed through in-depth interviews and five months of participatory observation involving five informants, with thematic analysis and data triangulation used to ensure the trustworthiness of the findings. The results show that structured social media content builds initial client interest and emotional engagement, while responsive, personal, and empathetic WhatsApp interaction fosters trust and accelerates purchase decisions, with both strategies complementing each other throughout the B2B customer journey. This study contributes theoretically by demonstrating the combined explanatory power of TAM, SDL, and Emotional Contagion Theory within a single empirical context, and practically by offering insight for B2B service providers seeking to optimize WhatsApp-based digital sales amid ongoing digital transformation.

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Published

05-10-2026

How to Cite

Fahiqha, F. D., & Fadhilla, H. N. (2026). Understanding B2B Client Purchase Decisions through Social Media Usage and WhatsApp-Based Digital Sales Interaction: A Qualitative Study . Jurnal Manajemen (Edisi Elektronik), 17(3), 706–723. https://doi.org/10.32832/jm-uika.v17i3.24325

Issue

Vol. 17 No. 3 (2026): Jurnal Manajemen (Edisi Elektronik)

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Articles

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