THE IMPORTANCE OF COOPERATIVE MANAGEMENT TO INCREASE STUDENT COOPERATIVE MEMBER PARTICIPATION DURING THE COVID-19 PANDEMIC

Abstract

This study aims to analyze ways that can be done in increasing the participation of student cooperative members during the covid-19 pandemic. The impact if the issue of low member participation is not immediately resolved, namely a) the business made by student cooperatives will not develop; b) business made by student cooperatives will be unable to compete with other businesses; c) members will take an exit decision, namely leaving the cooperative because of dissatisfaction with the membership benefits received. This research is a qualitative with a case study method at the Student Cooperative of Universitas Negeri Surabaya. Based on the results of the study, it can be concluded that increasing the participation of student cooperative members during the covid-19 pandemic can be done by: 1) providing cooperative insights to student cooperative administrators regarding the concept of marketing management in cooperatives; 2) improve the quality of marketing services in student cooperatives and 3) improve marketing weaknesses in student cooperatives through cooperative marketing strategies.