The study of cooperatives has developed both nationally and internationally and is still being discussed. All this, because the impact is believed to be quite large, not only for cooperative members but also for society and the nation. This study was carried out at the University of Surabaya (UBAYA) Cooperative, which remains operational and offers a range of products such as savings and loan services, development of shop and mini-market units, as well as service and production businesses. The Theory of Planned Behavior (TPB) serves as a comprehensive framework delineating the determinants of individual behavioral intention, encompassing attitude, subjective norms, and perceived behavioral control. While attitude and perceived behavioral control consistently influence intention formation, the impact of subjective norms varies across studies. TPB’s application methods, such as the belief and global measure approaches, offer distinct insights into intention formation, with studies predominantly employing the global measure approach due to its practicality and reliability. However, challenges persist in effectively measuring belief indicators, influencing the choice of methodology in TPB-related studies.The outer model evaluation assesses validity and reliability through measures like convergent validity, construct validity, discriminant validity, and composite reliability, while the inner model examination forecasts causal relationships, evaluating coefficients of determination, predictive relevance, and path coefficients through hypothesis testing, ensuring statistical significance for hypothesis acceptance. Results The research findings encompass various aspects, starting with the questionnaire return rate, which reached 66% participation among potential cooperative members. Descriptive analysis provided insights into respondent characteristics, including gender, age, marital status, education level, and visit frequency. For instance, the majority of respondents were male, aged between 31 to 40 years old, and held a bachelor’s degree. Furthermore, the description of respondent answers shed light on attitudes, subjective norms, perceived behavioral control, customer satisfaction, service quality, trust, and behavioral loyalty variables. These responses indicated high levels of satisfaction across multiple dimensions, such as cooperative services, competitive product value, and consistent service quality, reflecting positive attitudes, subjective norms, and perceived behavioral control.
Keywords: Attitudes, Customer Satisfaction, Service Quality, Theory Planned Behavioral (TPB), Trust, University of Surabaya (UBAYA) Cooperative, and behavioral loyalty variables., perceived behavioral control, subjective norms
