Membangun Kesadaran Generasi Muda Terhadap Koperasi: Edukasi Dan Motivasi Berpartisipasi Aktif Pada Koperasi Perkreditan CU Duta Sumut Abadi, Medan

Abstract

This study aims to analyze efforts to build awareness and active participation of the younger generation towards cooperatives, especially through education and motivation at the CU Duta Sumut Abadi Credit Cooperative in Medan. The background of the study is based on the low interest of the younger generation to be involved in cooperatives, which is influenced by a lack of understanding, negative experiences, and minimal information about cooperatives. The research method used is a qualitative approach with in-depth interview techniques and participatory observation of young cooperative members. The researcher also conducted a literature study to identify effective education and motivation strategies in increasing the participation of the younger generation. The results of the study show that: 1) Structured cooperative education that is relevant to the needs of the younger generation can increase basic knowledge and build a positive image of cooperatives in the eyes of students. 2) Motivation for participation grows when the younger generation feels the concrete economic and social benefits of participating in cooperatives, such as entrepreneurship training, financial access, and networking opportunities. 3) Digital innovation and technology-based promotion are important factors in attracting the interest of the younger generation, considering that students are more interested in cooperatives that are adaptive to the development of the times. The main obstacles found were the perception that cooperatives are conventional and less relevant to modern lifestyles, as well as the lack of socialization that directly targets the younger generation. In conclusion, increasing cooperative literacy through interactive education and motivation based on the needs of the younger generation is very important to build awareness and active participation of students in cooperatives, especially at CU Duta Sumut Abadi, Medan. The recommendation of this study is the need for ongoing education programs, cooperative service innovations, and promotional strategies that utilize digital media so that cooperatives are increasingly relevant and in demand by the younger generation.