Abstract:

This qualitative study employs Interpretative Phenomenological Analysis (IPA) to examine income disparities between two Warung Madura outlets in Malang, Indonesia, both owned by the same entrepreneur, yet located in seemingly advantageous areas. One outlet on Jl. Candi Telagasari in the Blimbing district and another on Jl. Surabaya, just 100 meters from the State University of Malang (UM) campus—approximately 4 km apart—reveals contrasting outcomes despite shared ownership. Through in-depth interviews and observations involving the owner, managers, staff, and customers, the research uncovers how micro-location nuances, tailored marketing mixes, and human-centered customer interactions drive these differences. Findings highlight that while macro-location provides a foundation, success hinges on adaptive strategies like specialized product assortments for student demographics and relational engagement fostering loyalty. These insights offer practical guidance for micro, small, and medium enterprises (MSMEs) in urban Indonesia, emphasizing humanistic elements in traditional retail amid digital shifts.