DOI 10.5281/zenodo.7349509 1185 | V17.I11 THE INFLUENCE OF SERVICE QUALITY, COOPERATIVE IMAGE, PROMOTION, AND PURCHASE DECISIONS ON THE SATISFACTION OF COOPERATIVE MEMBERS MISWANTO MISWANTO 1 *, FANI RUKHMA PRADINI 2 , LITA KUSUMASARI 3 and RUSMAWAN WAHYU ANGGORO 4 1,2,3,4 YKPN School of Business (STIE YKPN) Yogyakarta, Indonesia. *Corresponding author Email: 1 miswanto.ykpn@gmail.com Abstract This study aims to examine the effect of service quality, cooperative image, marketing promotion, and purchasing decisions on the satisfaction of cooperative members at the Yogyakarta Locomotive Depot employee cooperative, as part of the Indonesian Railway Company. The satisfaction of cooperative members obtained from their cooperative reflects the welfare of cooperative members. This research is a survey research using a questionnaire. The method for selecting the sample is non-probability sampling with a purposive sampling technique. The questionnaire was used to obtain data using the Linkert scale. The number of research samples is as many as 115 people. The analytical technique used to test the hypothesis is multiple linear regression. The findings of this study are as follows. First, service quality has a positive effect on the satisfaction of cooperative members. Second, the cooperative image has a positive effect on the satisfaction of cooperative members. Third, marketing promotion has a positive effect on the satisfaction of cooperative members. Fourth, purchasing decisions have a positive effect on the satisfaction of cooperative members. All of these findings are to the hypothesis proposed in this study. Keywords: Service Quality, Cooperative Image, Marketing Promotion, Purchasing Decisions, Satisfaction of Cooperative Members. INTRODUCTION Cooperatives have an important role in the Indonesian national economy. Building a company that by article 33 of the 1945 Constitution of the Republic of Indonesia is a cooperative (Baswir, 2019). The main differentiator from other forms of the company is the cooperative based on the family principle, as stated in the constitution. Cooperatives are organizations or groups of people who gather to meet their needs which are carried out democratically to improve the welfare of its members in particular and society in general. In addition, cooperatives also aim to participate in building the Indonesian national economic order to create an advanced, just, and prosperous society based on Pancasila and the 1945 Constitution (Sunarto, 2006, Widiyanti, 2010). Cooperatives play a very important role in advancing the Indonesian economy, so cooperatives must be fostered professionally so that they can grow and develop, both in terms of organization and business development (Joesron, 2005). Until now the role of cooperatives in advancing the national economy has not been seen because cooperatives have complex problems. The problems of cooperatives include the existence of economic inequality between cooperative classes, managerial errors, bankruptcy, and no deposit guarantees. This problem also occurs in savings and loan cooperatives (SLC).