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The Role of Quality Digital: The effect of WhatsApp business on consumer retention of MSMEs in Papua Mountains

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WhatsApp Business significantly enhances customer retention in MSMEs.
High-quality digital interaction plays a moderating role in the WhatsApp Business and retention relationship.
The R² value of 0.576 indicates strong predictive capability of the model.
Findings indicate practical implications for MSMEs to utilize digital tools for customer loyalty.

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Quantitative analysis reveals WhatsApp Business improves consumer retention in MSMEs, suggesting high-quality digital interaction is crucial.

Adi et al. (2025) studied this question.

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Quantitative analysis reveals WhatsApp Business improves consumer retention in MSMEs, suggesting high-quality digital interaction is crucial.