Pengaruh Kepercayaan dan Promosi terhadap Keputusan Menabung di Koperasi Serba Usaha (KSU) Agung Mandiri Kabupaten Gianyar

Abstract

The low participation of cooperative members in saving activities remains a challenge, despite the various programs and facilities offered by the cooperative. This situation raises questions about the factors that influence members' decisions to save. The population in this study consisted of 4,753 members, with a sample of 98 respondents determined using the Slovin formula. Data were collected online via Google Forms. Instrument testing was conducted using validity and reliability tests, while data analysis employed multiple linear regression using SPSS software. The results showed that trust and promotion simultaneously influence saving decisions by 60.5%. Individually, both trust and promotion also have a positive and significant effect on saving decisions. Cooperative managers are advised to focus more on building long-term trust with members and to design targeted and sustainable promotional strategies. For future research, it is recommended to explore other variables such as service quality, transaction convenience, or risk perception, which may also influence members’ saving decisions in cooperatives.