Benefits of WhatsApp as a Communication Media on Small Business Social Networks

The production and marketing processes in small businesses are supported by social networks. These social networks are supported by good communication. During the Covid-19 pandemic, the use of WhatsApp as a social media was a solution to communicating online. This study aims to analyze the benefits of WhatsApp as a communication media on the social network of the Farizka Fashion jeans convection business. This study uses a social network theory. This research used qualitative method with a case study strategy. The research informants were determined based on purposive sampling technique. The research informants consisted of one key informant, ten main informants, and one supporting informant. Primary data were obtained through non-participant observation and in-depth interviews, while secondary data were obtained through documentation. The validity of the research data used triangulation of data sources. Data analysis technique used interactive model. The results of this research are the benefits of WhatsApp as a communication media on the social network of the Farizka Fashion jeans convection business in the production sector, namely WhatsApp group is used to communicate about work and build a social relation


This research was conducted on a jeans convection business, namely Farizka
Fashion. Jeans convection business includes the production process and the marketing process for jeans products to the market. These processes are supported by the existence of social networks. Networks facilitate social interaction between their members through investing in a high degree of trust in communication (Casson 2012). That is why communication plays an important role for organizational success (Hargie 2016).
Farizka Fashion is a jeans convection business located in WonopringgoSubdistrict, Pekalongan Regency, Central Java Province, Indonesia. As many as 40% Fashion is a small business that does not have a business license yet.
The process of producing jeans by Farizka Fashion is carried out in a chain from one jeans convection business actor to another. Every day the boss visits each foreman's workplace to check the production process. Then the jeans product marketing process is carried out offline and online. Offline marketing, every Monday and Thursday, the boss and production assistant offer jeans products directly to market traders in Klewer Market located in Solo City, Central Java, Indonesia. Online marketing is carried out through the Shopee market place and social media Facebook, Instagram and WhatsApp.
During the Covid-19 pandemic, many workers have to work from home (Xiao et.al. 2021). Indonesian government implemented physical distancing and Work From Home (WFH). Health protocols are also strictly enforced to prevent the spread of this virus. Kusumastuti's research using descriptive qualitative methods, shows that the Covid-19 pandemic has reduced the productivity of small businesses in Indonesia (Kusumastuti 2020). (Ayub et. al. 2014). According to research by Hargie (2016), good communication in an organization can optimize work relationships, encourage creativity, and increase employees' sense of belonging and commitment to the organization. The owner of Farizka Fashion, during the Covid-19 pandemic, relied on social media to communicate with production actors and communicate with marketing actors.
Meanwhile, social media helps communication between traders and consumers, traders can provide product information to consumers, and consumers become more loyal to the traders and brands they sell (Wahyono et. al. 2017).
It has been previously mentioned that Farizka Fashion also does online marketing through Shopee, Facebook, Instagram and WhatsApp. In 2020, Farizka Fashion will centralize online communication, especially through WhatsApp. Communication via WhatsApp is not only for marketing purposes, but also forms a social network.
WhatsApp is an internet-based application that has the potential to be used as a communication media (Rahartri 2019). In Fattah's study, WhatsApp had a significant effect on students 'writing skills and increased students' active participation in class (Fattah 2015). Rahartri's research shows that users prefer to use WhatsApp as a communication media compared to other communication media (Rahartri 2019). Meanwhile, Trisnani's research resulted in findings that the communication media often used by community leaders was WhatsApp (Trisnani 2017). WhatsApp has several advantages over similar applications. Several advantages of WhatsApp are that it does not require a password, is directly connected to a contact number on the cellphone, is practical and timely for sending messages, is easy to understand, and saves battery and saves internet data (Rahartri 2019). Many parties use WhatsApp as a media to communicate online.
Based on Kumar and Sharma's research in Northern India, WhatsApp is a media for chatting and exchanging information that can make users establish intimacy with friends and relatives (Kumar and Sharma 2016). Although WhatsApp is not an official forum because it tends to be informal (Subekti and Toni 2021), WhatsApp groups are used as a medium to convey information, discuss, and entertain (Sukrillah et. al. 2017;Nurdiarti 2018). During the Covid-19 pandemic, many employees used WhatsApp Group to send chat and make video calls (Komalasari 2020).
However, the use of social media is also not without constraints. For example, SMEs in Nairobi have not fully utilized social media for business, due to limited technical and infrastructure capabilities (Jagongo and Kinyua 2013). The use of social media Facebook and Instagram to promote Farizka Fashion is not optimal because the owner is overwhelmed in managing these social media accounts.
Currently, Farizka Fashion mostly uses WhatsApp both for communication and promotion. For the sake of smooth running of business, Farizka Fashion focuses more on the social networks that have been formed. The social network in question is a social network among production actors and a social network among marketing actors, especially market traders and resellers who make repeat orders. This research uses social network theory. For network theory, actors may be individuals, but may also be groups, companies, and communities (Ritzer and Goodman 2005). According to Giusta (in Casson 2012), the success of an entrepreneurship depends on access to social networks that provide information and trust. An information network is important in communicating information, controlling conflict, and encouraging cooperation (Casson 2012). In this research, the theory of social networks is used to analyze the social relationships that occur among the Farizka Fashion jeans convection business actors both in the production and marketing.  In the production sector, Farizka Fashion business actors include the owner of a jeans convection or who is commonly called 'the boss' and several foremen.

S u g i y a n t o r o : B e n e f i t s o f W h a t s A p p a s a C o m m u n i c a t i o n M e d i a o n S m a l l B u s i n e s s S o c i a l N e t w o r k s | 7
and finishing worker. Each foreman has several more employees. The boss maintains an intense communication relationship with the foremen. The boss also hires transporters and production assistant. Transporters are in charge of transporting jeans products from one foreman to another.
In the marketing sector, the parties who act as marketing actors for jeans products are the owner of the convection business, production assistant, resellers, and of course market traders. At the first time, the boss was offering jeans products to market traders and accepting orders for jeans from the market traders. After the marketing network was formed and there were regular customers, the task of offering jeans products to market traders was transferred to production assistant. During the Covid-19 pandemic, market demand for jeans products produced by Farizka Fashion experienced a decline. The boss no longer visits the market to offer products in person. The boss is trying to promote the product through WhatsApp status. During the Covid-19 pandemic, orders for jeans products continued but turnover decreased a bit than before the pandemic period.

Benefits of WhatsApp as a communication media on the Farizka Fashion social network
The social network among the production actors and the social network  Family was used to communicate about the work or production process of jeans as well as social relations among production actors -WhatsApp chat privately is used to talk about personal issues -Overcoming the limitations of face-to-face communication between marketing actors due to the Covid-19 pandemic -The owner of Farizka Fashion promoting the latest jeans product from Farizka Fashion via WhatsApp status -Market traders and resellers can order jeans products by contacting the owner of Farizka Fashion via WhatsApp

WhatsApp Constraints
Limited online communication due to loss of internet signal during extreme weather or power outages Limited online communication due to loss of internet signal during extreme weather or power outages Source: Research data, 2020 Based on table 1, WhatsApp is useful as a communication media on social network ofproduction and social network ofmarketing. But online communication certainly has its limitations. For example, when the weather is extreme, such as heavy rain or when the power outages, online communication will be constraints by the loss of internet signal.
Farizka Fashion jeans convection business is classified as a small business with internal capital. The production and marketing processes of Farizka Fashion products are supported by social network of production and social network of marketing. These social networks are strengthened by good communication.