Multilevel Sharia And Conventional Marketing: A Comparative Study Of Ahad Net And The Image Of Nusa Insan Cemerlang In Surabaya

Abstract

Multilevel marketing (MLM) represents a direct marketing system in which product distribution is conducted through a hierarchical network of business partners who receive commissions and bonuses based on individual and network sales. The development of MLM in Indonesia has generated different operational models, including sharia-based and conventional systems. This study aims to comparatively analyze the operational characteristics of Ahad Net and Citra Nusa Insan Cemerlang (CNI) in Surabaya, particularly in terms of business principles, dispute resolution, supervision, product marketing, membership, legality, and business orientation. This study employs a descriptive-comparative approach by describing the characteristics of both MLM systems and subsequently identifying their similarities and differences. The findings indicate that Ahad Net demonstrates stronger integration of sharia principles in its business operations, particularly through the role of the Sharia Supervisory Board, halal product requirements, and the use of BASYARNAS as an alternative dispute resolution institution. Meanwhile, CNI applies a more general conventional MLM model, including broader membership accessibility for Muslims and non-Muslims and the use of the District Court for dispute resolution. Despite these differences, both companies share similarities in legal compliance, ethical codes, product supervision, social orientation, and basic membership requirements. The study concludes that the distinction between sharia and conventional MLM is reflected not merely in organizational labels but also in the institutional mechanisms governing business activities.