Analysis of the Effect of Service Quality and Cooperative Image on the Satisfaction of Members of the Obor Mas Credit Cooperative, Ende Branch

Abstract

The Obor Mas Credit Cooperative Branch Ende is a cooperative that serves the needs of its members in doing savings and loans. This study attempts to analyze the quality and image of cooperatives on member satisfaction that occurs in the Obor Mas Cooperative, including: (1) service quality partially affects the satisfaction of members of the Obor Mas Cooperative, Ende Branch. (2) The image of the cooperative partially affects the satisfaction of the members of the Obor Mas cooperative at the Ende Branch. (3) Service Quality and Cooperative Image have a simultaneous effect on the satisfaction of members of the Obor Mas cooperative, Ende Branch. The sample in this study amounted to 100 people, who were selected randomly (random sampling method) with three research variables, namely: service quality, cooperative image, and cooperative member satisfaction. This study was analyzed using multiple regression analysis with SPSS 23 analysis tool. The results showed that partially there was an effect of service quality on the satisfaction of members of the Obor Mas Cooperative, Ende Branch with a t-count of 10.385, which was greater than t-table 1.66 and had a significant effect. The cooperative image variable on the satisfaction of members of the Ende branch of the Obor Mas Cooperative with a t-count of 6.15 is greater than a t- table of 1.66 indicating a significant effect. The Adjust R Square value of 0.794 or 79.4 percent of the cooperative’s quality and image variables can be explained by the satisfaction variable of the members of the Ende Branch of the Obor Mas Cooperative.