LEADERSHIP IN MULTI-LEVEL MARKETING, A CASE STUDY OF MILLIONAIRE CLUB INDONESIA

Abstract

This study explores leadership practices in Multi-Level Marketing (MLM) organizations with a focus on Millionaire Club Indonesia (MCI). Using a qualitative approach, data were collected through semi-structured in-depth interviews with 15 purposively selected respondents based on their experience, position, and achievements within the MCI network. Data collection was conducted over a three-month period in 2025 and analyzed using thematic analysis, complemented by secondary sources, including MCI’s annual reports, APLI publications, and relevant articles and case studies. The findings reveal that transformational leadership is the dominant style, where leaders inspire members through a shared vision, serve as role models, and encourage personal growth. Additionally, transactional leadership, in the form of incentives and rewards, is also applied as a complementary motivational tool. Furthermore, strong interpersonal relationships, family-oriented values, and both social and technical support are crucial in building solidarity and enhancing team performance. These results highlight the importance of combining transformational and transactional leadership styles adapted to the socio-cultural context of the organization and provide practical implications for MLM companies to integrate an inspiring vision, clear incentive systems, and structured training and mentoring programs into their leadership strategies.