Source: Untar Public Relations
Manuntun Sitinjak officially earned a Doctorate in Management Science from the Postgraduate Program of Universitas Tarumanagara (Untar) after successfully defending his dissertation titled “Optimizing Artificial Intelligence in the Digital Transformation of Member Development in Multi-Level Marketing: An Implementation Study of ChatGPT and Meta AI” on Tuesday (02/06/2026) at Campus I of Untar.
The research stemmed from the multi-level marketing (MLM) industry’s need for a more adaptive, efficient, and scalable member development system. However, the implementation of technology-based development programs in Indonesia remains limited, resulting in challenges such as low member engagement, suboptimal duplication effectiveness, and scalability constraints across distributed networks.
Using a qualitative approach, the study was conducted through structured interviews, observations, and document analysis integrated with the Technological Pedagogical Content Knowledge (TPACK) framework.
The findings revealed that the use of artificial intelligence (AI), through the integration of standardized modules and Standard Operating Procedures (SOPs) as well as digital platforms such as WhatsApp and Telegram, can support 24-hour member development, enhance independent learning, expand the reach of training programs, and accelerate the duplication process within MLM networks.
He became the 25th doctoral graduate of the Doctoral Program in Management Science, achieving a Grade Point Average (GPA) of 3.99 and graduating with the distinction of very satisfactory.
The findings are expected to strengthen technological integration and promote more effective member development processes in the multi-level marketing industry. “With the results of this research, we hope to create a system that is more advanced, more effective, and more impactful for the people of Indonesia,” he concluded.
The dissertation defense was chaired by the Rector of Untar, Prof. Dr. Amad Sudiro, S.H., M.H., M.Kn., M.M., and was accompanied by Main Promoter Prof. Dr. Ir. Agustinus Purnairawan, M.T., M.M., IPU., A.E. and Co-Promoter Dr. Sarwo Edy Handoyo, S.E., M.M., CIFM., GRC-E. The internal examiners consisted of Prof. Dr. Haris Maupa, S.E., M.Si.; Prof. Ir. Carunia Mulya Firdausy, MADE., Ph.D.; Prof. Dr. Ignatius Roni Setyawan, S.E., M.Si.; and Prof. Dr. Christina Whidya Utami, M.M., CLC., CPM. (CS/YS)