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All Journal Journal of Government and Civil Society Jurnal Perilaku dan Strategi Bisnis Quantitative Economics and Management Studies Buletin Poltanesa Dynamic Management Journal ALMUJTAMAE: Jurnal Pengabdian Masyarakat Adl Islamic Economic Jurnal Comparative : Ekonomi Dan Bisnis Eduvest - Journal of Universal Studies Prosiding Simposium Nasional Multidisiplin (SinaMu) West Science Social and Humanities Studies Jurnal Pengabdian Masyarakat dan Riset Pendidikan Public Sphere: Jurnal Sosial Politik, Pemerintahan dan Hukum Fundamental and Applied Management Journal
Muljadi Muljadi
Universitas Muhammadiyah Tangerang
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Neuroscience Nursing Physics Public Health Social Sciences Other

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Adapting the Marketing Mix for Member Retention and Sustainability: A Multi-Case Study of Savings and Loan Cooperatives Muljadi; Syamsudin; Abdul Rauf
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.874

Abstract

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.
Co-Authors Abdul Rauf achmad Kosasih Adie Dwiyanto Nurlukman Afifah Puspita Dinda Pratama Agus Supriatna Ahmad Fadli An Wahyu Irawan Anisa Sekar Langit Ariescha Putri Arif Ginanjar Suryatman Avika Permata Suryan Azizul Adha Dewi Rachmania Dina Sabila Putri Dudung Hadiwijaya Firda Maulidina FITRIA SANTI Hadi Joko Susanto Hendi Saepudin Hesty Erviani Zulaecha Husain, Syepry Maulana Immawati, Siti Asriah Ismail Marzuki Ismayudin Yulizar Mohamad Zulman Hakim Muhammad Imam Muttaqijm Pia Apriani Tanjung Pramono Bagus Pratama R Tatang Purnawan Ratnah Ratnah Rischa Permata Siti Muthmainnah Slamet Setiawan Syamsudin Tasya Chairunnisa Taufiqurrahman Taufiqurrahman Tito Inneka Widyawati Usnul Hotimah