Title: Service Strategy Based on Tat Tvam Asi at Danakita Consumer Cooperative in Apuan Village, Baturiti District, Tabanan Regency
Authors: Dewa Gede Widnyana Putra
I Gusti Ngurah Sudiana
I Gede Sedana Suci
Volume: 9
Issue: 3
Pages: 237-248
Publication Date: 2025/03/28
Abstract:
This study discusses the service strategy based on Tat Tvam Asi at Danakita Consumer Cooperative in Apuan Village, Baturiti District, Tabanan Regency. Tat Tvam Asi is a concept in Hindu teachings that emphasizes equality, empathy, and togetherness in social interactions. This research employs a qualitative method with a case study approach to explore how Tat Tvam Asi values are applied in cooperative services. Data were obtained through in-depth interviews with cooperative managers, employees, and members, direct observations, and document analysis related to service policies and practices. Data analysis was conducted using thematic and hermeneutic methods to interpret the meaning of the implemented service strategy. The findings indicate that the principles of Tat Tvam Asi are reflected in various aspects of cooperative services, such as transparency in management, inclusive communication, and concern for members' well-being. By implementing this concept, Danakita Consumer Cooperative has successfully built harmonious relationships between management and members, increased member loyalty, and strengthened the cooperative's role as an economic institution based on cultural values.