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All Journal MediaKom : Jurnal Ilmiah Ilmu Komunikasi PRofesi Humas Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia AL MUNIR : Jurnal Komunikasi dan Penyiaran Islam Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Abdi Masyarakat Indonesia Prosperity: Journal of Society and Empowerment Jurnal Visi Komunikasi ASPIRATION Journal Jurnal Abdimas Perbanas Jurnal Riset Manajemen Komunikasi Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Komunikasi Global Mediator: Jurnal Komunikasi Inovasi Jurnal Pengabdian Masyarakat (IJPM) Jurnal Audiens
Kurniawan Prasetyo
Universitas Mercu Buana
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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More Than Marketing: Inclusive Content and Customer Engagement in Disability-Oriented MSMEs on Instagram Kurniawan Prasetyo; Andi Pajolloi Bate; Muhamad Iqbal
Mediator: Jurnal Komunikasi Vol. 18 No. 2 (2025): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v18i2.7491

Abstract

This study investigates the role of inclusive content in enhancing customer engagement for disability-oriented MSMEs in Indonesia, using @sunyicoffee on Instagram as a case study. Despite the growing demand for inclusive marketing, little quantitative evidence exists on its impact, especially in non-Western contexts. Adopting a cross-sectional quantitative survey design, the study collected data from 400 Instagram followers and analyzed it using simple regression to measure inclusive content dimensions and customer engagement indicators. The results revealed that inclusive content significantly influences five engagement dimensions: enthusiasm, attention, absorption, interaction, and identification. Key mechanisms include emotional resonance, authentic representation, inclusive language, accessible design, and shared values. The findings validate inclusive communication as a relational, not just representational, strategy, highlighting its capacity to convert audiences into community participants. This research offers theoretical implications by positioning inclusive content as a driver of relational engagement and practical insights for MSMEs aiming to build a sustainable digital community. Future research is encouraged to explore cross-platform applications and expand to broader cultural contexts.
Co-Authors Abbas Mansur Tamam Ahmad Amelia Rahmi Andi Pajolloi Bate Andi Pajolloi Bate Anindita Anindita Budi Lestari Diyana, Dinunah Eka Perwitasari Fauzi ENDRI ENDRI Haekal Fajri Amrullah Heribertus Elingga Ajitrisna Iqbal, Muhamad Iqbal Irfan, Muhammad Esya Majeed, Ali Nazar Melly Ridaryanthi Muhamad Iqbal Muhamad Iqbal Mustofa Hilmi Muthia Rahayu Nur Fitri, Alifa Nur Kholisoh Rio Meilandri Siti Muslichatul Mahmudah Siti Muslichatul Mahmudah Yuni Tresnawati