ANALISIS STRATEGI KOPERASI SIMPAN PINJAM DI ERA NEW NORMAL DI KABUPATEN BANTUL

: A cooperative is an organization that was founded with the aim of the welfare of all its members. During the Covid 19 pandemic and in the new normal era, many cooperatives were affected, one of which was the savings and loan cooperative in Bantul Regency. To maintain the sustainability of cooperative activities during Covid 19 and in the new normal era, it requires the right strategy to be able to compete with other cooperatives or with other financial institutions. This study aims to analyze the savings and loan cooperative strategy in Bantul Regency through internal and external factors. This study uses qualitative research methods and data analysis used in this study is a SWOT analysis. The results of this study indicate the strategies applied by savings and loan cooperatives in Bantul Regency in the new normal era are 1) Utilization of Supervision from the Cooperative Supervisory Agency, 2) Taking advantage of competition to innovate, 3) Taking advantage of differences in lower interest rates, 4) Utilizing fluctuating price levels 5) Utilizing service infrastructure systems, education and counseling