authors
Tiris Sudrartono and Aprilia Tahir

abstract
This study discusses service quality strategies that can increase member participation in the Mitra Artha Sadaya Savings and Loan Cooperative. The aim of this research is to identify existing service issues and find solutions to enhance member participation in the cooperative. Using a qualitative method with a descriptive approach, data was collected from in-depth interviews, participatory observation, and analysis of member participation documents in 2022. The results of the study show that good service quality and effective communication with cooperative members can increase member participation. Friendly service and clear information from cooperative staff play an important role in enhancing member satisfaction and loyalty. These findings emphasize the importance of service quality improvement as a key strategy to attract more member participation in savings and loan cooperatives.