<![CDATA[The growth of the Islamic financial industry demands that Baitul Maal wat Tamwil (BMT) continually improve their competitive advantage. However, empirical phenomena show a gap where product uniformity and unoptimized services lead to member switching behavior. Therefore, this study aims to examine the effect of product innovation, member services, and corporate image on member loyalty at the BMT Tumang Boyolali branch. This research employs a quantitative method with an associative design. The population comprises over 10,000 active members, and using Slovin's formula with a 10% margin of error, a sample of 100 respondents was selected through purposive sampling. Primary data were collected via questionnaires and analyzed using multiple linear regression. The findings indicate that product innovation and BMT image partially have a positive and significant impact on member loyalty, highlighting the importance of adaptive financial products and institutional trust. Conversely, member services do not significantly affect loyalty. Simultaneously, product innovation, member services, and BMT image significantly influence member loyalty. The theoretical implication reinforces the Theory of Planned Behavior, while practically, BMTs must prioritize product digitalization and maintain their Sharia compliance reputation to foster long-term loyalty.]]>
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