<![CDATA[PUSKOPKAR DKI Jakarta holds a strategic position in developing the local economy. This cooperative was established to enhance members' welfare through programs and services such as savings and loans, business training, and capital assistance. However, like other cooperatives, PUSKOPKAR DKI Jakarta also faces challenges in building and maintaining its reputation. This study aims to analyze and evaluate the communication strategies employed by PUSKOPKAR DKI Jakarta to improve its reputation. The research uses a qualitative, descriptive method. Data were collected through interviews, observations, and documentation. The findings reveal that the communication strategies to enhance PUSKOPKAR DKI Jakarta's reputation include inter-divisional integration, the use of digital platforms, and the provision of tangible benefits to members. The cooperative's credibility is built through transparency, superior services (savings/loans, training), and a commitment to participatory program innovation. Digital transformation is achieved through mobile application development and social media optimization. The study concludes that PUSKOPKAR DKI Jakarta's communication strategies for reputation enhancement are structured as follows: Push Strategy, Inter-division synergy, platform digitalization, and delivering concrete benefits to members. Pull Strategy: Transparency, quality services (savings/loans and training programs), digital transformation, collaboration with youth, and other cooperatives. Push Strategy: Expanding market access, foundational services, member participation, and synergy with the government and DEKOPIN (Indonesian Cooperative Council).]]>
