Evaluating the Cooperative Service Satisfaction Model Using Structural Equation Modelling: An Analysis from the Consumer Perspective

Cooperative customer loyalty cannot be analyzed solely through customer involvement, as there are various other factors that are believed to contribute to its increase. Satisfaction of cooperative services is important to be tested from the consumer perspective by looking at the satisfaction model obtained from consumers. This study aims to analyze and examine the consumer perspective by looking at the influence of value perception, service innovation and service satisfaction on cooperative customer loyalty. This study uses a quantitative approach with the path analysis method and data analysis techniques through Smart PLS 4.0. The data were obtaineed through questionnaires with a sample of 391 cooperative members of employees from 22 cooperatives in DKI Jakarta. The results of the study showed that value perception, service satisfaction and customer involvement had a positive and significant effect on cooperative customer loyalty. This finding provides an important contribution in understanding and improving cooperative customer loyalty.