WHATSAPP VS PUSH NOTIFICATIONS: UNLOCKING E-GROCERY AFFILIATE PERFORMANCE WITH OPTIMAL STRATEGIC TIMING

Laksmi, Indriana; Sumarwan, Ujang; Munandar, Jono M

doi:10.22437/jiituj.v10i3.57382

Open access Jurnal

WHATSAPP VS PUSH NOTIFICATIONS: UNLOCKING E-GROCERY AFFILIATE PERFORMANCE WITH OPTIMAL STRATEGIC TIMING

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 10 No. 3 (2026) · pp. 1605–1618

DOI: 10.22437/jiituj.v10i3.57382
ISSN: 2580-2259, 2580-2240
Published: 2026-06-30
Publisher: LPPM Universitas Jambi
Language: en
License: creativecommons.org/licenses/by/4.0

Abstract

This study aims to examine the effect of communication media type and delivery timing on user engagement and behavioral conversion within an e-grocery affiliate program. The research identifies a critical gap in existing literature regarding the comparative effectiveness of personalized external triggers (WhatsApp Blast) versus in-app alerts (Push Notifications) for the domestic housewife segment. The study was conducted using a sample of 500 active female consumers in the "mom and baby" segment of Platform Y in Jakarta during 2025. The analysis method used in this study is Two-Way Analysis of Variance (ANOVA) to test the main and interaction effects between variables. The results indicate that delivery timing (X2) has a significant effect on both engagement (Total Clicks) and conversion (Total Applied), where evening (PM) delivery consistently outperforms morning (AM) delivery due to higher temporal congruence with user leisure time. Communication media type also shows a significant effect, with WhatsApp Blast generating higher conversion performance compared to Push Notifications, confirming that media richness is essential for high-commitment actions. Furthermore, the combination of WhatsApp Blast and Push Notifications produces the most optimal performance. The policy and managerial implications of this study suggest a strategic shift toward evening-based multi-channel communication to maximize affiliate participation and marketing ROI.

Keywords

Collaboration network of the authors

16 authors · 27 co-authorship links

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IPB University
Affiliation unknown

Different organisations
Same organisation
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Co-author	Organisation	Joint articles
Enny Kristiani	IPB University	1
Lilik Noor Yuliati	IPB University	1
Asep Saefuddin	IPB University	1
Muh. Darmin Ahmad Pella	IPB University	1
Arief Daryanto	IPB University	1
Kirbrandoko	IPB University	1
Fauziah Eddyono	Affiliation unknown	1
Dudung Darusman	Affiliation unknown	1
Tutut Sunarminto	Affiliation unknown	1
Iqbal Imaduddin	Affiliation unknown	1
Irman Hermadi	Affiliation unknown	1
Sarah Bunga Dili Oktavia Gultom	Affiliation unknown	1
Joko Purwono	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en">WHATSAPP VS PUSH NOTIFICATIONS: UNLOCKING E-GROCERY AFFILIATE PERFORMANCE WITH OPTIMAL STRATEGIC TIMING </dc:title>
	<dc:creator xml:lang="en">Laksmi, Indriana</dc:creator>
	<dc:creator xml:lang="en">Sumarwan, Ujang</dc:creator>
	<dc:creator xml:lang="en">Munandar, Jono M</dc:creator>
	<dc:subject xml:lang="en">Affiliate Marketing</dc:subject>
	<dc:subject xml:lang="en">Conversion Rate</dc:subject>
	<dc:subject xml:lang="en">E-Groceries</dc:subject>
	<dc:subject xml:lang="en">Media Richness</dc:subject>
	<dc:subject xml:lang="en">Push Notification</dc:subject>
	<dc:subject xml:lang="en">Temporal Congruence</dc:subject>
	<dc:subject xml:lang="en">WhatsApp Blast</dc:subject>
	<dc:description xml:lang="en">This study aims to examine the effect of communication media type and delivery timing on user engagement and behavioral conversion within an e-grocery affiliate program. The research identifies a critical gap in existing literature regarding the comparative effectiveness of personalized external triggers (WhatsApp Blast) versus in-app alerts (Push Notifications) for the domestic housewife segment. The study was conducted using a sample of 500 active female consumers in the "mom and baby" segment of Platform Y in Jakarta during 2025. The analysis method used in this study is Two-Way Analysis of Variance (ANOVA) to test the main and interaction effects between variables. The results indicate that delivery timing (X2) has a significant effect on both engagement (Total Clicks) and conversion (Total Applied), where evening (PM) delivery consistently outperforms morning (AM) delivery due to higher temporal congruence with user leisure time. Communication media type also shows a significant effect, with WhatsApp Blast generating higher conversion performance compared to Push Notifications, confirming that media richness is essential for high-commitment actions. Furthermore, the combination of WhatsApp Blast and Push Notifications produces the most optimal performance. The policy and managerial implications of this study suggest a strategic shift toward evening-based multi-channel communication to maximize affiliate participation and marketing ROI.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/57382</dc:identifier>
	<dc:identifier>10.22437/jiituj.v10i3.57382</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 10 No. 3 (2026): Volume 10, Nomor 3, June 2026; 1605-1618</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/57382/24681</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Indriana Laksmi, Ujang Sumarwan, Jono M Munandar</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>