PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR BPJS KETENAGAKERJAAN

• Main Author: Nur Hakim, Desy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33136
• Institution: Institut Teknologi Bandung

BPJS Ketenagakerjaan is a Public Legal Entity that was formed based on Law No. 40 of 2004 which is responsible for organizing Social Security for Employment. This Public Legal Entity is also a form of transformation from SOE previously named PT Jamsostek (Persero). Since the transformation, BPJS Ketenagakerjaan has also been mandated by the Law to protect informal workers, which is the workers who work independently without employers. The trends show that the unachievement for informal segment coverage occurs because of low awareness of social security. The low public awareness of social security is the biggest challenge for BPJS Ketenagakerjaan, in addition with the decline in brand awareness index from 89.5% to 20.8% at the beginning of the transformation. This study aims to help BPJS Ketenagakerjaan, especially Bandung Suci Branch Office to be able to increase public awareness of the importance of Social Security for workers through an integrated communication system. The appropriate communication will help BPJS Ketenagakerjaan to increase public awareness of the importance of social security. In this study the author will use a market survey to find out the habits of informal workers in deciding to purchases similar insurance products and how they are used to using electronic or digital media. In addition, the author also developed the IMC system with a variety of creative ideas adapted to the change of society habits. From the results of the analysis, the authors found an improper condition, where the dissemination of information and education conducted so far is not in accordance with the habits of the target market. After studying the perspective and structure of the appropriate IMC strategy, the authors found a series of IMCs that are appropriate for BPJS Ketenagakerjaan, they are: the advertisement on television, radio, social media, sponsorship, advertising on public transportation, until the promotion with jingles / taglines. With the existence of this communication strategy, it is expected that the costs incurred will be more effective and provide a positive influence on increasing BPJS Ketenagakerjaan brand awareness index.