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All Journal Jurnal Pengembangan Pendidikan Yayasan Cita Cendikiawan Al Khwarizmi Jurnal Manajemen Agribisnis dan Agroindustri Journal of Business Management Agrimas : Jurnal Pengabdian Masyarakat Bidang Pertanian
Alwan Abdurahman
FKIP UNEJ
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Journal : Journal of Business Management

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Driven to Stay or Prone to Leave? Exploring Distributor Retention in MLM Through Herzberg’s Lens Anggraeni, Oktanita Jaya; Abdurahman, Alwan; Marseva, Amalia Dwi; Wijaya, Jemi Cahya Adi
Journal of Business Management Vol. 3 No. 1 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i1.145

Abstract

Multi-Level Marketing (MLM) companies depend heavily on the loyalty and continuity of their distributor networks. However, distributor retention remains a significant challenge due to factors such as dissatisfaction with compensation and lack of recognition. This study investigates the influence of motivator and hygiene factors on distributor retention using Herzberg's Two-Factor Theory. Employing a quantitative correlational design, data were collected from 200 active MLM distributors across Indonesia through a structured questionnaire. The results reveal that both motivator and hygiene factors significantly influence distributor retention, with motivators showing a stronger impact. These findings underscore the importance of intrinsic job satisfaction elements in designing effective distributor retention strategies. The study extends the application of Herzberg’s theory to the MLM industry, emphasizing its relevance in informal and network-based business settings.
Co-Authors Ambarkahi, Ratih Puspitorini Yekti Andarula Galushasti Bagus Putu Yudhia Kurniawan CNAWP, Rizal Perlambang Dewi Kurniawati Kusuma, Satria Indra Larasati, Ayu Dewi Marseva, Amalia Dwi Mayasari, Financya Nugroho Setyo Wibowo Oktanita Jaya Anggraeni Rachmawati, Amalia Ratih Ayuninghemi, Ratih Retnowati, Naning Subagiyo, Amar Sugiartono, Endro Uyun Erma Malika Wijaya, Jemi Cahya Adi