Marketing Humanity - How Inclusive Employment Shapes Brand Equity in Social Cafes – A Case Study of Kopi Kamu Wijaya, Jakarta
DOI:
https://doi.org/10.30587/jurnalmanajerial.v13i02.11543Keywords:
Humanistic Marketing, Service-Dominant Logic, Brand Equity, Disability Inclusion, Indonesia SME, Kopi Kamu WijayaAbstract
Background - Humanistic marketing (SD Logic & Signal Theory) is limited to Western contexts. An Indonesian F&B SME (Kopi Kamu Wijaya), which employs Down Syndrome servers, is testing inclusion as a competitive asset.
Objective - Developing a three-layer Layered Humanistic Marketing model towards collectivist loyalty of Southeast Asian MSMEs.
Design/Methodology/Approach - Constructivist qualitative research through a single case study of Kopi Kamu Wijaya. Purposive and snowball sampling involved 6 informants (1 operational manager, 1 employee with Down Syndrome, 1 regular employee, 2 customers, 1 coffee industry expert). Data triangulation from semi-structured interviews (15-20 minutes), non-participant observation during peak/low hours, and marketing document analysis. 6-phase thematic processing using Atlas.ti with Guba & Lincoln credibility criteria.
Results and Discussion - Three-layer model: (1) Moral leadership, (2) Inclusive workforce (dignity of work), (3) Consumer resonance (empathy→WOM→loyalty). Inclusion as strategic differentiation.
Conclusion - "Rain of moral values" leadership→consumers create sustainable brand equity.
Research Implications - Theoretical: expanding non-Western SD Logic. Practical: SME blueprint. Policy: industry mentoring.
Research Limitations - Single case, no quantitative metrics. Needs multi-case validation.
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