Building Loyalty of Woman Cooperative Members through Perception and Trust

The loyalty of the members has an important role in the cooperative, maintaining it means maintaining the viability of the cooperative. This is the main reason for cooperatives to maintain the loyalty of its members. This research generally aims to analyze the influence of members' perceptions on the loyalty of members through the trust of women cooperatives in Blitar. The sample used is 251 members, sampling technique with purposive sampling. Data analysis method used is Structural Equation Modeling (SEM) technique. The results showed that the perception of members influenced the trust and loyalty of members. Likewise, member trust affects member loyalty. Once members have trust, then they will be willing to be active in every activity of Women's Cooperative. Trust of members in Women's Cooperative is a variable that can strengthen the influence of members perceptions, therefore, in order for members to get the benefits, cooperatives should be able to increase member loyalty. Based on this, women's cooperatives should be able to improve the perceptions and trust of members towards loyal members of the cooperative.