PERSEPSI KONSUMEN TERHADAP BISNIS JARINGAN (STUDI KASUS PADA PERUSAHAAN BERBASIS MLM)

Juniartha, Jimmy (2005) PERSEPSI KONSUMEN TERHADAP BISNIS JARINGAN (STUDI KASUS PADA PERUSAHAAN BERBASIS MLM). S2 thesis, UAJY.

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Abstract

This research aims at identifying whether differences are existed in consumers' perception about network business based on two factors: the level of direct selling knowledge and the level of salary excluded from network business income. The study also analyzed the influences. of these two factors in forming consumers' perception about network business. The consumers' perception was analyzed using multi-attribute attitude model with Fishbein formulation. Data were earned by spreading the questionnaires. The study successfully obtained 200 respondents (73 active member, 71 non-active member, and 56 non-member). Perception differences were tested using Chi-Square analysis. Results showed that there were differences on consumers' perception about network business based on the level of direct selling knowledge. Meanwhile, from the salary level factor, there were no differences on consumers' perception. The influences of knowledge level and salary level toward perception were tested using regression analysis. Results showed that the level of direct selling knowledge had strong influences 'toward consumers' perception; in contrast, the salary level had no influences toward consumers' perception

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