THE INFLUENCE OF SERVICE QUALITY, COOPERATIVE IMAGE, PROMOTION, AND PURCHASE DECISIONS ON THE SATISFACTION OF COOPERATIVE MEMBERS
This study aims to examine the effect of service quality, cooperative image, marketing promotion, and purchasing decisions on the satisfaction of cooperative members at the Yogyakarta Locomotive Depot employee cooperative, as part of the Indonesian Railway Company. The satisfaction of cooperative members obtained from their cooperative reflects the welfare of cooperative members. This research is a survey research using a questionnaire. The method for selecting the sample is non-probability sampling with a purposive sampling technique. The questionnaire was used to obtain data using the Linkert scale. The number of research samples is as many as 115 people. The analytical technique used to test the hypothesis is multiple linear regression. The findings of this study are as follows. First, service quality has a positive effect on the satisfaction of cooperative members. Second, the cooperative image has a positive effect on the satisfaction of cooperative members. Third, marketing promotion has a positive effect on the satisfaction of cooperative members. Fourth, purchasing decisions have a positive effect on the satisfaction of cooperative members. All of these findings are to the hypothesis proposed in this study.
Service Quality, Cooperative Image, Marketing Promotion, Purchasing Decisions, Satisfaction of Cooperative Members.