The Effect of Member Participation in Cocoa Farming Product Marketing on Cooperative Business Performance: Empirical Evidence from Sisa Hasil Usaha (SHU) at KSU Sendana Baru

Cooperatives depend on active member participation as both owners and users to maintain sustainable business performance. In agricultural cooperatives, especially those involved in cocoa marketing, members’ transactional participation through marketing activities has a strategic role in strengthening business capacity and generating economic benefits reflected in cooperative surplus. However, empirical research specifically examining the contribution of member participation in agricultural product marketing to cooperative business performance remains limited. This study aims to analyze the effect of member participation in cocoa marketing activities on cooperative business performance measured by Sisa Hasil Usaha (SHU) at KSU Sendana Baru, Majene Regency. This research employed a quantitative approach with an associative research design. The study involved 273 cooperative members as the population, with 50 members selected as respondents using proportional random sampling. Data were collected through Likert-scale questionnaires and supported by cooperative administrative documents. Data analysis was conducted using validity and reliability tests, simple linear regression analysis, t-test, and coefficient of determination (R²) to examine the effect of member participation on cooperative business performance. The results show that member participation in cocoa marketing has a positive and significant effect on cooperative business performance, with a regression coefficient of 0.512, a significance value of 0.000, and an R² value of 0.764, indicating that member participation explains 76.40% of SHU variation. Transactional participation strengthens cooperative performance by increasing business capacity and economic benefits, while this study highlights member participation as an essential driver of agricultural cooperative sustainability.