<![CDATA[Background. Member loyalty is an important factor in maintaining the cooperative's sustainability because it reflects members' commitment to maintaining membership, using services sustainably, and participating in cooperative activities. Objectives. This study aims to analyze the influence of Trust in Brand and Perceived Value on Member Loyalty in the Tempe Tofu Main Cooperative of Cirebon Regency, both partially and simultaneously. Methods. This study uses a quantitative approach with an associative design. The study respondents were 60 active cooperative members who had used cooperative services. Data were collected through questionnaires and documentation, with measurements using the Guttman Scale. Data analysis was carried out using descriptive and inferential statistics with the help of SPSS, including instrument tests, multiple linear regression analysis, t-test, F-test, and determination coefficients. Results. The results showed that respondents' assessment of Trust in Brand, Perceived Value, and Member Loyalty in general was in the very good category. Trust in Brand had a positive effect on Member Loyalty, showing that the higher a member's trust in the cooperative's ability, reputation, security, reliability, and credibility, the higher the member's tendency to maintain a relationship with the cooperative. Perceived Value also had a positive effect on Member Loyalty, showing that a positive assessment of the benefits, quality of service, comfort, experience, and ability of the cooperative to meet needs can strengthen member loyalty. Simultaneously, Trust in Brand and Perceived Value affect member loyalty. Conclusion. These findings confirm that increasing member loyalty requires strengthening trust while increasing the value of benefits members feel. Therefore, cooperatives need to maintain service consistency, information transparency, security, and improve service benefits to remain relevant and competitive]]>
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