This research in this undergraduate thesis has a background of the rapid growth of financial services including BMT competing each other to find customers or to make them loyal to BMT. The public interest and their loyalty level in Saving and Loan Cooperatives and Sharia Financing are caused by the strategies existed in the service company. This research uses qualitative approach in which the research is initiated by doing observation followed by doing interview with the informants and data analysis gained from the interview results and documentations. In this research, the researcher wants to know the BMT strategies in improving the members’ loyalty using the service in BMT Beringharjo and BMT BIF Yogyakarta. This research result shows that emotional closeness is a strategy always implemented by the BMT to improve the members’ loyalty. Besides, there are strengths of products used by the BMT to attract the members’ interest to be the loyal ones