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All Journal Humaniora ODONTO Dental Journal Walisongo: Jurnal Penelitian Sosial Keagamaan Odonto dental journal
Retno Andriati, Retno
Department Of Anthropology, Faculty Of Social And Political Sciences, University Of Airlangga
Humanities Health Professions Medicine & Pharmacology Social Sciences

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Journal : Humaniora

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MANIPULATIVE COOPERATION POLITICS OF MLM COMPANIES IN SURABAYA CITY Retno Andriati
Humaniora Vol 27, No 2 (2015)
Publisher : Faculty of Cultural Sciences, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1961.505 KB) | DOI: 10.22146/jh.8714

Abstract

Many studies on multi-level marketing business from law, management, marketing economic and anthropology perspectives have been focused on its legality which is victims of MLM companies/fake MLM companies. Studies on market phenomenon and entrepreneurship of MLM large industry fromeconomy anthropology perspective are still rare especially in Indonesia. The study is intended to identify the underlying cooperation policy as well as manipulative conduct of MLM business in Surabaya.The study employs qualitative and ethnographic approaches. Qualitative data wereanalyzed using ethnographic approaches. The result of research suggests that MLM businesses have undertaken manipulative cooperation politics by establishing both international level direct selling association (WFDSA) and national association (APLI) in response to the MLM business controversy. APLI exploits andmanipulates non-member of APLI. Exploiting and manipulating MLM members through ideology doctrine and marketing plan of MLM business/corporate culture
Co-Authors Bastian Yunariono Bastian Yunariono Koko Komarudin Maharani Laillyza Apriasari Mashud, Mustain