<![CDATA[Savings and Loan Cooperatives (SLCs) in Indonesia face growing competition from fintech platforms and informal lenders, which puts member loyalty and long-term viability at risk. This study explores how SLCs in Banten Province adapt the marketing mix (product, price, place, and promotion) to retain members and remain sustainable. A qualitative multi-case study was conducted in six urban and rural SLCs, drawing on semi-structured interviews with 12 managers and board members, field observation, and Annual Member Meeting (Rapat Anggota Tahunan/RAT) reports for 2023–2025. The data were analyzed thematically with the support of NVivo, using Service Marketing Theory and sustainable relationship marketing as the analytical lens. The findings point to four related strategies: customized micro-savings and easy-access micro-credit matched to members' business cycles; transparent fees combined with patronage refunds (Sisa Hasil Usaha/SHU); a hybrid model that combines field-agent outreach with simple digital channels; and promotion built on community financial literacy and personal, values-based communication. RAT documents suggest that cooperatives that adapted more actively kept a more stable membership and achieved better repayment compliance. The picture was not uniformly positive, however. Some cases showed low member participation, lending to non-members, or high loan default, digital adoption in rural cases remained limited, and urban managers acknowledged that they could not match the speed of fintech lenders. The study suggests that a member-centered marketing mix is associated with higher perceived value and stronger loyalty, and contributes to the conditions that keep cooperative microfinance viable. Because the evidence reflects the views of cooperative leaders and internal records, these associations are exploratory and should be tested further with member-level and longitudinal data.]]>
