Strategi Pengembangan Loyalitas Anggota Koperasi Karyawan Danakita Syariah

Abstract

Cooperatives have an important role in the Indonesian economy and are expected to act as economic pillars to realize the welfare of the Indonesian people in a fairly and equitably. The objectives of this study are: (1) to analyze the quality of service provided by the Danakita Sharia Employee Cooperative in increasing member loyalty, (2) to develop a strategy for developing the loyalty of Danakita Sharia Cooperative members in achieving sales targets. This study uses a random sampling technique with 219 respondents and data analysis techniques with Structural Equation Modeling Partial Least Square (SEM PLS) and analysis of Strengths, Weaknesses, Opportunities and Threats (SWOT). Based on the results of the data analysis with SEM PLS method, it is concluded that the value of Outer loading is 0.8846, meaning that members are dissatisfied with the services of Danakita Sharia Employee Cooperative. However, cooperative members are still very loyal to the existence of the Danakita Sharia Employee Cooperative. This was shown by the results of the research on the Outer loading value for the customer or member loyalty variable is 0.8919 (very loyal). Loyalty development strategy for members of the Danakita Sharia Employee Cooperative can be done through (1) optimizing business diversification strategies in preventing business risks, (2) increasing the quality of service by improving communication between members and the management, transparency of the management towards members of the cooperative and creating financing for the needs of members, (3) adding and increasing cooperative marketing access so that the cooperative's income becomes greater, (4) provisioning easy and affordable credit funds for cooperative members.

Koperasi memiliki peranan penting dalam perekonomian Indonesia dan diharapkan dapat berperan sebagai pilar ekonomi untuk mewujudkan kesejahteraan rakyat Indonesia secara adil dan merata. Tujuan penelitian ini: (1) menganalisis mutu pelayanan yang diberikan Koperasi Karyawan Danakita Syariah dalam meningkatkan loyalitas anggota, dan (2) menyusun strategi pengembangan loyalitas anggota Koperasi Karyawan Danakita Syariah dalam mencapai target penjualan. Penelitian ini menggunakan teknik random sampling dengan jumlah responden 219 orang dan teknik analisis data Structural Equation Modeling Partial Least Square (SEM PLS) dan analisis Strength, Weaknesses, Opportunity and Threats (SWOT). Berdasarkan hasil analisis data dengan metode SEM PLS didapatkan nilai Outer loading 0,8846, artinya anggota tidak puas dengan pelayanan dari Koperasi Karyawan Danakita Syariah, namun anggota koperasi masih sangat setia dengan keberadaan Koperasi Karyawan Danakita Syariah yang ditunjukkan dengan nilai Outer loading pada peubah loyalitas anggota 0,8919 (sangat loyal). Strategi pengembangan loyalitas anggota Koperasi Karyawan Danakita Syariah dapat dilakukan melalui: (1) Pengoptimalan diversifikasi usaha dalam mencegah risiko usaha, (2) Peningkatkan mutu pelayanan dengan meningkatkan komunikasi antara anggota dengan pengurus, transparansi pengurus terhadap anggota koperasi dan pembiayaan terhadap kebutuhan anggota, (3) Menambah dan meningkatkan akses pemasaran koperasi agar pendapatan koperasi menjadi lebih besar, (4) Penyediaan dana kredit yang mudah dan terjangkau bagi anggota koperasi.