FACTORS AFFECTING THE CONFIDENCE OF MEMBERS OF THEPA AGRICULTURAL COOPERATIVE LIMITED, SONGSKHLA PROVINCE

Abstract

This research is a quantitative survey research with two main objectives are 1) To study the organizational image that influences the confidence of members of Thepa Agricultural Cooperative Limited, Songkhla Province, and 2) To study the member participation that influences the confidence of members of Thepa Agricultural Cooperative Limited, Songkhla Province. The population used in the study was all members of Thepa Agricultural Cooperative Limited, both regular members and associate members, totaling 1,275 people (Thepa Agricultural Cooperative Limited, 2024). The sample group was determined by Yamane's method of determining the sample size, with
a total of 305 people. The instruments used for data collection included the questionnaire. Statistics used for data analysis included frequency, percentage, mean, standard deviation for descriptive statistics and multiple regression equations to test the hypothesis. The results of the research found that 1) The image of the cooperative does not influence the confidence of members of Thepa Agricultural Cooperative Limited, Songkhla Province, with a statistically significant difference at the 0.05 level, and 2) Member participation has a statistically significant difference in the confidence of members of Thepa Agricultural Cooperative Limited, Songkhla Province. The results of this research can be used as a guideline to enhance the confidence of cooperative members. This is done by encouraging members to participate more actively in cooperative activities and administration, fostering long-term engagement and trust with the organization. This will lead to increased participation and continued support for cooperative activities. Furthermore, relevant agencies can use the research findings to inform policy formulation and activity development plans to more effectively meet member needs.