Dekolonisasi Ideologi Pelanggan Adalah Raja Melalui Sistem Perekonomian Di Café Dan Kios Fokha STFT GKI I.S Kijne Jayapura

Decolonization of Customer Ideology Is King Through the economic system at Fokha Café and Kiosk STFT GKI I.S Kijne Jayapura

Abstract

This research aims to deconstruct the marketing ideology of "The Customer is King" within the economic activities at Cafe and Kios Fokha, STFT GKI I.S. Kijne. This ideology is assessed as fostering unequal power relations, where customers position themselves as the dominant party while the servers—the majority of whom are students—are placed in a subordinate position. Such a dynamic potentially reduces human dignity from the perspective of Imago Dei (the Image of God).The study utilizes a Qualitative Approach and an Intrinsic Case Study design, viewed through a decolonization perspective. Data was gathered through observation, researcher reflexivity, literature review, and questionnaires distributed to both servers and customers.The results indicate that the "Customer is King" ideology manifests in the form of condescending verbal communication, dominative gestures, violations of service procedures, and the reproduction of social hierarchies within the transaction space. These findings suggest the existence of micro-oppression, which perpetuates colonial-feudal legacies in everyday economic practices. As an alternative, Cafe and Kios Fokha—which means "prosperous" in the Sentani language—is interpreted as a space for the dialectic of theology and economics that emphasizes egalitarian relationships based on koinonia and reciprocity. This research underscores the importance of a paradigm shift from a profit-and-dominance orientation toward a just economic system that restores the dignity of both sellers and buyers as equals.