Clarinda, Mutiara (2019) Analisis Faktor-Faktor Yang Mempengaruhi Generasi Milenial Untuk Bergabung Dengan Perusahaan Multi-Level Marketing (MLM) Melalui Media Sosial Dengan Pendekatan Theory Of Planned Behavior (TPB). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Multi-Level Marketing (MLM) merupakan salah satu bentuk inovasi baru dan kreatif sebagai bisnis alternatif yang dapat meminimalisasi biaya tetap dan mengoptimalkan peluang bisnis. Sifat dari MLM yang melakukan perekrutan anggota tanpa batas memberikan peluang pekerjaan bagi generasi milenial, mengingat karakteristik utama yang dimiliki milenial dalam menciptakan kemandirian secara finansial dan lebih berpengalaman dalam bidang teknologi dibandingkan dengan generasi sebelumnya. Kemampuan generasi milenial dalam mengaplikasikan teknologi sejalan dengan praktik bisnis MLM yang sudah dapat dilakukan melalui media sosial, tanpa harus bertatap muka secara langsung dalam proses penjualan produk maupun perekrutan anggota. Adapun model penelitian yang digunakan adalah Extended Theory of Planned Behavior (TPB). Teknik pengambilan data menggunakan metode online survey dengan penyebaran kuesioner secara online kepada 186 responden generasi milenial (berusia 19-39 tahun) yang pernah atau sedang aktif bergabung sebagai anggota MLM. Teknik pengolahan data dilakukan dengan menggunakan Structure Equation Modelling (SEM). Dalam penelitian ini ditemukan bahwa atribut Job Pursuit Attitude, Subjective Norm, Perceived Ease of Use, dan Perceived Usefulness memiliki pengaruh positif terhadap minat generasi milenial untuk bergabung dengan MLM melalui media sosial, kecuali atribut Perceived Behavioral Control yang menunjukkan pengaruh negatif terhadap atribut Job Pursuit Intention. Penelitian ini diimplikasikan untuk dapat memberikan informasi kepada perusahaan MLM sebagai sarana untuk mencari keunggulan kompetitif internal, sehingga dengan demikian perekrut dapat memfokuskan waktunya pada perubahan hal-hal yang benar.
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Multi-Level Marketing (MLM) is one of a new and creative innovation as an alternative business that can minimize fixed costs and optimize business opportunities. The nature of the multilevel marketing recruits unlimited members provides employment opportunities for the millennial generation, given the main characteristics owned by millennials in creating financial independence and more experience in the field of technology compared to the previous generation. The millennial generation's ability to apply technology is in line with the practices of MLM businesses that can already be done through social media, without having to face to face directly in the process of product sales and member recruitment. The research model used is Extended Theory of Planned Behavior (TPB). Data collection techniques using online survey methods by distributing online questionnaires to 186 millennial generation respondents (19-39 years) who have or are active MLM members. Data processed techniques are carried out using Structure Equation Modeling (SEM). In this study it was found that attributes Job Pursuit Attitude, Subjective Norm, Perceived Ease of Use, dan Perceived Usefulness have a significant imapct on the interest of the millennial generation to join MLM through social media, except the Perceived Behavioral Control attribute which shows a negative impact on the Job Pursuit Attitude attribute. This research is implicated to be able to provide information to MLM companies to seek internal competitive advantage, so that recruiters can focus their time by changing the right things.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.84 Cla a-1 |
| Uncontrolled Keywords: | Multi-Level Marketing (MLM), Generasi Milenial, Media Sosial, Structural Equation Modelling, Extended Theory of Planned Behavior |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Mutiara clarinda |
| Date Deposited: | 08 Apr 2025 07:47 |
| Last Modified: | 08 Apr 2025 07:47 |
| URI: | http://repository.its.ac.id/id/eprint/67644 |
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