Identity Dan Identification Sebagai Pembentuk Intensi Berperilaku Pada Konteks Multi-Level Marketing
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Institusion
STIE Indonesia Banking School
Author
Katimko, Veni Alfonsia Y.
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-16 08:06:20
Abstract :
Using multi-level marketing system in the marketing system to build customer behavior intention. The purpose of this study are to examine and understanding the factors of behavior intention in multi-level marketingsuch as identity distinctiveness, identity prestige, identity attractiveness, customer-company identification, customer recruitment, customer loyalty, tolerance of defect,and consumer advice. The focus of this study object is member of Herbalife. The data used in this study were gathered by spreading the questionnaires to user who member of Herbalife. This study used convinience sampling as a sampling technique and obtained 150respondend and this data processed into this study result. This study uses SEM analyze to test the data The result of this study is identity distictivenesshas a positive significant to identity attractiveness, identity prestigehasa positive significant to identity attractiveness, identity distinctiveness no effect to customer-company identification, identity prestigehas a positive significant customer-company identification,identity attractiveness has a positive significant customer-company identification,customer-company identificationhasa positive significant to customer recruitment, customer-company identificationhasa positive significant to customer loyalty, customer-company identificationhasa positive significant to tolerance of defect, and customer-company identificationhasa positive significant to consumer advice Keyword: multi-level marketing, behavior intention, direct selling.
Using multi-level marketing system in the marketing system to build customer behavior intention. The purpose of this study are to examine and understanding the factors of behavior intention in multi-level marketingsuch as identity distinctiveness, identity prestige, identity attractiveness, customer-company identification, customer recruitment, customer loyalty, tolerance of defect,and consumer advice. The focus of this study object is member of Herbalife. The data used in this study were gathered by spreading the questionnaires to user who member of Herbalife. This study used convinience sampling as a sampling technique and obtained 150respondend and this data processed into this study result. This study uses SEM analyze to test the data The result of this study is identity distictivenesshas a positive significant to identity attractiveness, identity prestigehasa positive significant to identity attractiveness, identity distinctiveness no effect to customer-company identification, identity prestigehas a positive significant customer-company identification,identity attractiveness has a positive significant customer-company identification,customer-company identificationhasa positive significant to customer recruitment, customer-company identificationhasa positive significant to customer loyalty, customer-company identificationhasa positive significant to tolerance of defect, and customer-company identificationhasa positive significant to consumer advice Keyword: multi-level marketing, behavior intention, direct selling.
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