PROPOSED MARKETING COMMUNICATION STRATEGY FOR IMPROVING CUSTOMER BRAND LOYALTY IN BPJS KETENAGAKERJAAN WEST JAVA AREA

• Main Author: Saputra, Abiet
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36197
• Institution: Institut Teknologi Bandung

BPJS Ketenagakerjaan is one of the biggest government institution in Indonesia. According to the company’s data and analysis, it experiences a decline in its costumers’ loyalty to the brand, especially in West Java area. To overcome the situation, the company requires an effective marketing strategy so that there will be improvement on its customers’ loyalty. This case is intriguing to be researched through revealing how the informal workers perceive the BPJS Ketenagakerjaan at the moment. This research firstly determines what brand elements that are influential towards the brand’s customer loyalty. An effective marketing strategy is later proposed after the connection of each independent variable are gathered and analyzed. Research’s methods applied in this research are both qualitative and quantitative. Qualitative analysis is in accordance to the interviews whereas the quantitative analysis is constructed through the sampling techniques through the SEM-PLS model. This research limits its scope to the current development of customers’ loyalty of BPJS Ketenagakerjaan’s brand in West Java area. The research result shows that all the independent variables, brand awareness, attributes of brand, and brand association, are all statistically significant towards the brand loyalty of BPJS Ketenagakerjaan. Knowing this findings, this research proposes Guillera marketing strategy to accommodate the importance of each elements above for improving its customer brand’s loyalty, specifically the informal workers.