ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM
MENUMBUHKAN BRAND AWARENESS MASYARAKAT TENTANG
BPJS KETENAGAKERJAAN KANTOR CABANG YOGYAKARTA
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Institusion
Universitas Pembangunan Nasional Veteran Yogyakarta
Author
Maharani, Adinindya Putri
Subject
H Social Sciences (General)
Datestamp
2017-03-29 01:29:32
Abstract :
ABSTRACT Badan Penyelenggara Jaminan Sosial Ketenagakerjaan (BPJS Ketenagakerjaan) is a public agency that provides protection for employees to cope with certain economic social risk which its implementation based on social insurance mechanisms. BPJS Ketenagakerjaan manage four social security programs which consists of Jaminan Hari Tua (JHT), Jaminan Kecelakaan Kerja (JKK), Jaminan Kematian (JKM) dan penambahan program Jaminan Pensiun (JP). This research aimed to analyze the marketing communication strategy to grow brand awareness in the community about BPJS Ketenagakerjaan Branch Office Yogyakarta and identify the factors that inhibit and support the marketing communication strategy of BPJS Ketenagakerjaan Branch Office Yogyakarta. The method used is descriptive method and the implementation method used is case study method. The data used are primary data and secondary data. Sources of data obtained from Head of Marketing PU (Penerima Upah) BPJS Yogyakarta and from The BPJS Ketenagakerjaan Branch Office Yogyakarta participants. The data collection technique by interviewing and documentation. Based on the research has been conducted, the results are the strategy undertaken by The BPJS Ketenagakerjaan Branch Office Yogyakarta, consist of optimizing the use of technology and online network for the expansion of membership through the official website of The BPJS Ketenagakerjaan Branch Office Yogyakarta, the optimization of regulations and coordination with related institutions as well as the expansion of membership optimization agent. Marketing communications strategy that has been done in order to foster the community brand awareness for 3 (three) years is not effective because there are many people who are already working yet aware of workers' social security so that the achievement of membership is not in accordance with the targets set. Given these conditions, the need for a change in strategy from both internal and external of The BPJS Ketenagakerjaan Branch Office Yogyakarta so that the strategy is right on target and conducted in accordance with the expected goals. Keywords: BPJS Ketenagakerjaan, Social Security, Brand Awareness
ABSTRACT Badan Penyelenggara Jaminan Sosial Ketenagakerjaan (BPJS Ketenagakerjaan) is a public agency that provides protection for employees to cope with certain economic social risk which its implementation based on social insurance mechanisms. BPJS Ketenagakerjaan manage four social security programs which consists of Jaminan Hari Tua (JHT), Jaminan Kecelakaan Kerja (JKK), Jaminan Kematian (JKM) dan penambahan program Jaminan Pensiun (JP). This research aimed to analyze the marketing communication strategy to grow brand awareness in the community about BPJS Ketenagakerjaan Branch Office Yogyakarta and identify the factors that inhibit and support the marketing communication strategy of BPJS Ketenagakerjaan Branch Office Yogyakarta. The method used is descriptive method and the implementation method used is case study method. The data used are primary data and secondary data. Sources of data obtained from Head of Marketing PU (Penerima Upah) BPJS Yogyakarta and from The BPJS Ketenagakerjaan Branch Office Yogyakarta participants. The data collection technique by interviewing and documentation. Based on the research has been conducted, the results are the strategy undertaken by The BPJS Ketenagakerjaan Branch Office Yogyakarta, consist of optimizing the use of technology and online network for the expansion of membership through the official website of The BPJS Ketenagakerjaan Branch Office Yogyakarta, the optimization of regulations and coordination with related institutions as well as the expansion of membership optimization agent. Marketing communications strategy that has been done in order to foster the community brand awareness for 3 (three) years is not effective because there are many people who are already working yet aware of workers' social security so that the achievement of membership is not in accordance with the targets set. Given these conditions, the need for a change in strategy from both internal and external of The BPJS Ketenagakerjaan Branch Office Yogyakarta so that the strategy is right on target and conducted in accordance with the expected goals. Keywords: BPJS Ketenagakerjaan, Social Security, Brand Awareness
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