Politik Kooperasi Eksploitatif Pelaku Bisnis Multi Level Marketing di Kota Surabaya

RETNO ANDRIATI, DRA.,MA., Prof. Dr. Kodiran, M. A.;Dr. Pujo Semedi Hargo Yuwono, M.A.

2015 | Disertasi | S3 Antropologi

Berbagai penelitian model perdagangan selama ini lebih membahas isu tentang profit yang diperoleh pelaku ekonomi secara individual seperti profit eceran. Penelitian yang membahas model perdagangan untuk memperoleh profit secara kolektif seperti model perdagangan Multi Level Marketing yang digunakan industri besar dalam perspektif Antropologi belum banyak dilakukan. Karena itu penelitian ini dilakukan untuk mengungkap politik kerja keroyokan/kooperasi dari pelaku bisnis MLM dalam mencapai kekayaan dan reputasi kelas atas serta hasil politik kerja keroyokan tersebut. Pendekatan kualitatif dan metode etnografi digunakan dalam penelitian ini. Penelitian dilakukan di Kota Surabaya, Jawa Timur. Ada tiga perusahaan MLM yang diteliti yaitu Amway, Tianshi dan UFO. Informan ditentukan secara purposive. Teknik pengumpulan data dengan observasi, observasi partisipasi, wawancara mendalam. Penelitian ini menggunakan analisis etnografi. Bisnis Multi-Level Marketing dalam perspektif Antropologi dari hasil studi ini dikonsepsikan penulis sebagai fenomena perilaku membangun grup jaringan dengan pertama; presentasi untuk merekrut dan melatih anggota MLM baru dan menduplikasikan perilaku jutawan/miliarder melalui politik konstruksi ideologi bisnis MLM sebagai kesadaran palsu (marketing plan) dari support �exploiting� system, kedua; mengekspoitasi dan memanfaatkan jam kerja anggota grup jaringan dan ketiga; politik kerja keroyokan/kooperasi yang eksploitatif dan manipulatif dari peringkat atas dan jutawan/miliarder kepada anggota grup-grup jaringannya untuk meraih kekayaan dan reputasi kelas sosial ekonomi atas. Dengan demikian marketing plan dibuat dan digunakan perusahaan MLM sebagai industri besar untuk mengeksploitasi dan memanipulasi anggotanya dalam meraih nilai lebih. Marketing plan dapat dimainkan dan diatur oleh pelaku bisnis MLM ketika mencapai target omzet grup. Hasil politik kooperasi yang eksploitatif dan manipulatif ini adalah pelaku bisnis MLM meraih reputasi baik sebagai kelas sosial ekonomi atas melalui terobosan peringkat, konflik internal perusahaan MLM, dan pelaku bisnis MLM kurang berhasil sehingga mereka mundur tanpa berita, �selingkuh� dan bedhol desa ke MLM lain.

Many studies of trading model have discussed about profit that traders get individually such as retail profit. However, studies about trading model to gain collective profit such as multi-level marketing (MLM) model in big industries from Anthropology point of view are still rare. Therefore, this objective of this study is to expose cooperation or collective working politics of MLM businessmen / businesswomen to achieve their success and its impacts. Qualitative study and ethnography method were used in this study. This study was conducted in Surabaya, East Java. Three MLM companies were examined which are Amway, Tianshi, and UFO. Informants were selected by purposive. Data were collected by observation, participation observation, and in-depth interviews and were analyzed by ethnography analyses. The results of this study show MLM business from Anthropology point of view. It is conceptualized as behavior phenomena which build up network group with: first, presenting to recruit and train new MLM member and duplicating millionaires/billionaires behaviors through constructions politics MLM business ideology as false consciousness (marketing plan) from support �exploiting� system; second, investing money each month to buy products; third, exploiting and utilizing working hours of network group members; and fourth, exploiting and utilizing cooperation or collective working politics of MLM from higher level MLM businessmen / businesswomen and millionaires/billionaires to network group members in achieving wealthy and reputation of high class in social and economy. Therefore, marketing plan is made and used by MLM companies as big opportunity to exploit and manipulate its members in achieving value-added. Marketing plan can be manipulated and arranged by MLM businessmen / businesswomen when they reach their group�s turnover target. The result of exploitative and manipulative cooperative politics is MLM businessmen / businesswomen get good reputation as high class in social and economy through ranking breakthrough, internal conflict of MLM companies, and MLM businessmen / businesswomen are not successful so that they give up without any notice, �cheating� and �bedhol desa� to other MLM companies. Keywords: MLM business practitioners�, marketing plan, cooperation politics,

Kata Kunci : MLM business practitioners�, marketing plan, cooperation politics, high- class reputation.