Pengembangan Prototipe Chatbot Berbasis Whatsapp Sebagai Media Promosi di Astra Daihatsu Malang
DOI:
https://doi.org/10.63822/15d9my61Keywords:
chatbot; WhatsApp; promotion; Customer Relationship Management (CRM); Technology Acceptance Model (TAM)Abstract
Astra Daihatsu Malang uses WhatsApp as a communication medium for service activities by sending service reminder messages to customers. However, the delivery process is still carried out manually and promotional information has not been integrated into the same message. This study aims to develop a WhatsApp-based chatbot prototype as a promotional medium that supports Customer Relationship Management (CRM) and to evaluate user acceptance using the Technology Acceptance Model (TAM). The study used action research with observation, interviews, and questionnaires. The prototype was developed using n8n, WhatsApp Baileys, and a dummy database. The study involved 12 respondents consisting of two marketing experts, two computer experts, one admin, and seven customers. Initial functional testing was also conducted using three permitted WhatsApp numbers. The evaluation used the TAM indicators Perceived Usefulness, Perceived Ease of Use, and Behavioral Intention, with data analyzed using simple tabulation and percentage of achievement. The results showed a marketing expert score of 75.83% in Cycle I and 83.33% in Cycle II, while computer experts and the admin obtained 91.67% and 95%, respectively. Customer evaluation resulted in 87.14% for Perceived Usefulness, 87.86% for Perceived Ease of Use, and 84.29% for Behavioral Intention. The results indicate that the developed prototype can support service reminders and promotional communication through WhatsApp and can be further developed for CRM activities at Astra Daihatsu Malang.
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Copyright (c) 2026 Jalu Aji Jatmiko, Tri Ramadani Arjo, Ahmad Fauzi (Author)
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