This research aims to determine the factors that influence the use of WhatsApp application and to find out the relationship between the factors that influence the level of WhatsApp use in marketing communication fruit merchant wholesale in city of Yogyakarta . Analysis of the data in this research is descriptive analysis, scoring, and Rank Sperman corelation. This research was conducted in Central Market of Fruit and Vegetable Giwangan Yogyakarta, the sample of this research using the of purposive sampling with the consideration that the fruit and vegetable market Giwangan is the biggest fruit market in Yogyakarta city. The result of the research showed that the level of use WhatsApp aplication by fruit traders in the Giwangan market was fairly high, it was indicated by the sales promotion variable getting high category and public relations getting a high category. The relationship between educational factors and sales promotion proved to be weak and positive, while educational factors with individual sales and public relation was very weak and negative. Factors of convenience with individual sales and sales promotions have a fairly strong and positive relationship, for convenience factors with public relations has a strong and positive relationship. Benefit factors with sales promotion, individual sales and public relations have a strong and positive relationship. The relationship between reference group factors and promotion is very weak and positive, while the relationship of reference group factors with individual sales and public relations is quite strong and positive. Savings factor with individual sales and sales promotions has a very strong and positive relationship, while economical factors with public relations have a strong and positive relationship.