Analyzing Customer and User Preferences on Messenger as A Platform in Indonesia

Today's communication that takes place in short messages and in fast time is a result of the development of advances in internet and smartphone technology. This makes companies that build applications, competing to develop instant messaging applications in a fast time. Competition in the use of messengers and use in a business environment, is unavoidable. So many companies that build applications experience obstacles and lose in competition. This situation became the main concern of the researcher. The purpose of study is to analyse customer and user preferences on messenger as a platform using a qualitative method in Indonesia refers to the development of the IS Success Model indicator. This research method uses a qualitative approach to find symptoms when using the platform as a messenger for users and customers. The primary data used in this research uses in-depth interview techniques to collect data from informants who come from customers and users. The informant data is mapped to find the answer of preferences for using messenger as a platform which is analyzed using Miles and Huberman interactive data analysis. The result from this research is a usage preference for Platform as Messenger that considered customer and user. For the customer preference, aspects that need to be considered for development are accessibility, flexibility, effectiveness, and additional chat history. Meanwhile, for the user preference, factors that need to be considered consist of responsiveness, user-friendly appearance, performance personal needs, personal data privacy and security, and excellent service.