PENGARUH KUALITAS LAYANAN DAN CITRA KOPERASI TERHADAP KEPUASAN ANGGOTA (Studi Pada Koperasi Kredit Sinar Harapan Malapedho Kabupaten Ngada)

Abstract

This study aims to (1) identify and explain the perceptions of cooperative members on service quality, cooperative image, and satisfaction of members of the Sinar Harapan Malapedho cooperative. (2) to determine and explain the effect of service quality on the satisfaction of members of the Sinar Harapan Malapedho cooperative. (3) to find out and explain the effect of cooperative image on the satisfaction of members of the Sinar Harapan Malapedho cooperative. (4) knowing and explaining the quality of service and the image of the cooperative simultaneously affect the satisfaction of members of the Sinar Harapan Malapedho cooperative. The population in this study were members of the Sinar Harapan Malapedho cooperative in 2020, totaling 19,248 members. Sampling in this study using purposive sampling technique, with a total sample of 100 respondents. Data collection techniques used are observation, questionnaires and interviews. The data analysis used in this research is descriptive analysis, multiple linear regression analysis, hypothesis testing, coefficient of determination. From the results of multiple linear regression analysis, the equation Y =4.356 + 0.494 X1 + 0.455 X2. The results of partial hypothesis testing have a positive effect on member satisfaction with a value of tcount (7,246) > ttable (1,660), cooperative image has a positive effect on member satisfaction with a value of tcount (4,698) > ttable (1,660). While simultaneously showing a positive and significant effect of service quality and cooperative image on member satisfaction with Fcount (112.730) > Ftable (2.31). This is also the result of a determination test of 0.693, which means that member satisfaction can be influenced by service quality and image of 69.3%, the remaining 30.7% of cooperatives are influenced by other factors not reviewed in the study