Syarif, Galang Muhammad (2020) Pengaruh Ekspektasi, Persepsi, dan Motivasi Diri dari Anggota MLM terhadap Kepuasan dan Loyalitas Anggota MLM dengan Menggunakan Model Expectation-Confirmation Theory (ECT) dan Self-Determination Theory (SDT). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Dalam beberapa tahun terakhir, muncul sistem perdagangan baru di Indonesia yang dikenal dengan multi-level marketing (MLM) yang menjanjikan keuntungan besar dalam waktu yang relatif singkat. Maraknya kasus penipuan berkedok sistem jaringan, membuat banyak masyarakat Indonesia resah. Oleh karena itu, penelitian ini berfokus pada ekspektasi, persepsi kinerja, dan motivasi diri dari anggota MLM terhadap kepuasan dan loyalitas selama menjadi anggota MLM menggunakan integrasi model Expectation-Confirmation Theory dan Self-Determination Theory. Dalam penelitian ini, penulis menggunakan dua jenis penelitian yaitu jenis penelitian deskriptif serta verifikatif. Dari kuesioner yang disebar secara online, didapatkan 131 responden yang merupakan anggota MLM XYZ berdomisili di Surabaya dengan usia minimal 16 tahun. Partial-Least Square Structural Equation Modeling (PLS-SEM) digunakan dalam menguji model penelitian ini. Dari 12 hipotesis yang diajukan, 7 diantaranya diterima, dan faktor yang ditolak adalah faktor yang memengaruhi kepuasan adalah Konfirmasi Layanan serta pada loyalitas faktor yang memengaruhi adalah Regulasi yang Diidentifikasi, Regulasi yang Diproyeksikan, dan Regulasi Eksternal. Dari hasil penelitian, didapatkan bahwa loyalitas anggota MLM XYZ dapat ditingkatkan dengan membuat perasaan anggota MLM XYZ bahagia setelah bergabung dengan MLM XYZ. Penelitian ini juga memberikan saran untuk penelitian pada bidang MLM, khususnya untuk mengukur kepuasan dan loyalitas anggota di masa mendatang.
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In recent years, a new trading system has emerged in Indonesia known as multi-level marketing (MLM) that promises large profits in a relatively short time. The rise of cases of fraud under the guise of the network system, has left many Indonesian people bothered. Therefore, this research focuses on the expectations, work perceptions, and self-motivation of MLM members towards satisfaction and loyalty when become MLM members using the integration of expectationConfirmation Theory and Self-Determination Theory models. In this research, the author used two types of research, that is descriptive and verification research type. From the questionnaire distributed online, total of 131 respondents filled out the questionnaire who are members of MLM XYZ domiciled Surabaya with a minimum age of 16 years. Partial-Least Square Structural Equation Modeling (PLS-SEM) was used to test this research model. Of the 12 hypotheses proposed, 7 of them were accepted, and the factors that were rejected were the factors that influenced satisfaction were Service Confirmation and on the loyalty factors that influenced were Identified Regulations, Projected Regulations, and External Regulations. The results of this research concluded that the loyalty of MLM XYZ members can be increased by making MLM XYZ members happy after joining MLM XYZ. This research also provides suggestions for other researches in the topic of MLM, specifically to measure member satisfaction and loyalty in the future.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 2 Sya p-1 |
| Uncontrolled Keywords: | Ekspektasi, Persepsi, Motivasi Diri, Kepuasan, Loyalitas |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Syarif Galang Muhammad |
| Date Deposited: | 19 Mar 2025 04:20 |
| Last Modified: | 19 Mar 2025 04:20 |
| URI: | http://repository.its.ac.id/id/eprint/73759 |
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