The Influence of Satisfaction Toward Loyalty and Business Building of Multilevel Marketing Salesperson in Oriflame Surabaya  

Oleh:

Mei A., Retno ; Ika, Nuruni

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Journal of Economics, Business, & Accountancy: ventura vol. 13 no. 1 (Apr. 2010), page 1-8.
Topik: Communication satisfaction; Marginal satisfaction; Product satisfaction; Loyalty to salesperson; Product loyalty; Business builders.

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: VV5.7 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

It is a fact that any product categorized as a daily need and therefore, it is considered the first product in the customer’s hand. The key to such a condition is by increasing the customers’ loyalty to the product. To do so, multi-level-marketing (MLM) can be implemented in a business. This research attempts to see the influence of the variables such as communication satisfaction, marginal satisfaction, and product satisfaction, Loyalty to salesperson. Product Loyalty, and Business Builder toward the customers’ loyalty to the product. The author uses semantic scale differential as variable scale. The respondents as the subject studies are the active members of Oriflame multilevel marketing company which have joined the company for at least 1 (one) year. There are 112 members taken as the sample and it uses Structural Equation Modeling (SEM) to analyze the data. It was found that the product satisfaction factor have positive influence toward the loyalty to product, the loyalty to product has also positive influence toward the loyalty to salesman and the business builders. Next hypothesis states the marginal satisfaction has positive influence toward the loyalty to product, marginal satisfaction has positive influence toward the loyalty to salesman, and communication satisfaction factor has positive influence toward the loyalty to salesman all are not accepted.

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