A Marketing Communication Strategy for Informal Workers BPJS Ketenagakerjaan 2022–2024

Rizky Julianawati (), Riama Y. Simamora, Pepey Riawati Kurnia and Rike Penta Sitio
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Rizky Julianawati: Sekolah Tinggi Manajemen PPM
Riama Y. Simamora: Sekolah Tinggi Manajemen PPM
Pepey Riawati Kurnia: Sekolah Tinggi Manajemen PPM
Rike Penta Sitio: Sekolah Tinggi Manajemen PPM

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 269-283 from Springer

Abstract: Abstract Social security provided by BPJS Ketenagakerjaan is mandatory for all workers in Indonesia. However, data for 2021 shows that active participants in the BPU (informal) segment are only 6% of the potential data set by Bappenas. This study aims to formulate a marketing communication strategy for the BPU segment of BPJS Ketenagakerjaan, so that there will no longer be a gap between the realization and the set target. This type of research is descriptive, using a cross-sectional design with 156 respondents. The results show that the priority marketing communication strategy that can be implemented is Collaboration & Digitalization. The main program that can be implemented based on the strategy that has been set is to create advertisements on TV and “Ngobrol Santai” using Instagram Live and Youtube platforms. By introducing existing programs and benefits to potential participants (unutilized market potential) of the BPU segment.

Keywords: Informal Workers; Brand Awareness; Marketing Communication; Strategy; Market Development (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-076-3_20

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DOI: 10.2991/978-94-6463-076-3_20

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