‘Bisnis Oriflame, Bisnis Konsultan Itu Sendiri’: Budaya Organisasi Multilevel Marketing untuk Mewujudkan Mimpi

Abstract

Multilevel marketing (MLM) is one of the marketing strategy which combines between distribution channel and direct selling to the consumers. One of the most popular MLM companies in Indonesia registered in the Indonesian Direct Sale Association (Assosiasi Penjualaan Langsung Indonesia, APLI) is PT. Orindo Alam Ayu, known as Oriflame, and is focused on beauty products. This article deals with Oriflame’s organisational culture by examining the organisational values and norms to achieve the company’s vision and mission, and how the norms are practiced. The study indicates that in internalizing the values (togetherness, spirit, and passion) and norms of Oriflame (operational principles, conducting a four-in-one events—Welcome Party, Step-One, Step-Two and Meet-Up Team, and success plan through TRB), from which Oriflame consultants learn how ‘to achieve their dream’ (mewujudkan mimpi). In such business, every consultant (upline as well as downline) is a working partner and they workin a complementary system, so that a consultant’s success is the success of others in the network. It is argued in this article that Oriflame is ‘an achievement dream business’ that is developed on the basis of its values and norms. How much income and in what level of success plan are intended to achieve depend on the consultant itself because Oriflame business is ‘the business of the consultant herself/himself’.

The Influence of Work Environment and Motivation on the Performance Oriflame Indonesia's Members

“…Thus rejecting H0 and accepting H2, meaning that there is a positive and significant influence on the Motivation on Oriflame Indonesia's Member Performance. Research findings confirm the importance of togetherness, spirit, and passion for staying in business (Kamawo, 2016), as well as the influence of work motivation, which functions as a mediator and has a direct effect on the performance of the Oriflame Funbiz Club Surabaya network (Septiana & Azzuhri, 2018). The importance of motivation is the power that is in a person, which drives his behavior to take action.…”

“…Thus rejecting H0 and accepting H1, meaning that there is a positive and significant influence on the Work Environment on Oriflame Indonesia's Member Performance. Research findings confirm the importance of environmental factors and customer focus for an Oriflame consultant (Kamawo, 2016), and the work environment has a significant effect on performance (Irawan & Kristinae, 2019). Increase organizational or company productivity, we need to design organizations, design jobs, and also design work environments, all to provide comfort to the people who work in them so that they feel excited, excited, and get satisfaction at work (Tohardi, 2008, hal.…”

“…The results of several previous studies include: (1) Oriflame MLM has fundamental values, namely togetherness, spirit, passion (TSP), one of which values the environment and focuses on customers, which makes the ability of an Oriflame consultant to stay in business (Kamawo, 2016). ( 2 (Septiana & Azzuhri, 2018).…”

“…At that time, Oriflame was the pioneer of MLM in Indonesia. Oriflame is a cosmetics company that offers cosmetic products and high-quality natural skin offerings through a network of independent sales forces that is different from the retail system in general (Kamawo, 2016). Despite its rapid development, Oriflame has never forgotten its original business concept, namely Swedish natural cosmetics that are sold from friends to friends.…”