THE INFLUENCE OF SATISFACTION TOWARD LOYALTY AND BUSINESS BUILDING OF MULTILEVEL MARKETING SALESPERSON IN ORIFLAME SURABAYA
Abstract: It is a fact that
any product categorized as a daily need and therefore, it is considered the
first product in the customers hand. The key to such a condition is by
increasing the custom- ers 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 subjects studied 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 Sstructural Equa-
tion Mmodeling (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 say they marginal satisfaction has positive
influence toward the loyalty to product, marginal satisfac- tion has positive
influence toward the loyalty to salesman, and communication satisfaction factor
has positive influence toward the loyalty to salesman all are not accepted. Key
words: Communication Satisfaction, Marginal Satisfaction, Product Satisfaction,
Loy- alty to Salesperson, Product Loyalty, Business Builders.
Keywords: Communication
Satisfaction;Marginal Satisfaction;Product Satisfaction;Loyalty To
Salesperson;Product Loyalty;Business Builders
Author: Mei Retno A
Journal Code: jpakuntansigg100042
