Strategi Pemasaran BPJS Ketenagakerjaan Dalam Meningkatkan Kepesertaan Pekerja Informal di Desa Sumpang Mango Kecamatan Pitu Riawa Kabupaten Sidenreng Rappang
DOI:
https://doi.org/10.35870/jemsi.v11i6.5047Keywords:
BPJS Employment, Informal Workers, Marketing StrategyAbstract
This study aims to analyze the marketing strategies implemented by BPJS Ketenagakerjaan to increase the participation of informal workers in Sumpang Mango Village, Pitu Riawa District, Sidenreng Rappang Regency. This study uses a qualitative descriptive approach with data triangulation techniques through interviews, observations, and documentation, and is supported by analysis using NVivo 12 Plus software. The results show that the main strategy refers to Kotler's indicators, namely product life cycle, competitive position, and economic situation, with a dominant educational approach at the program introduction stage. In addition, other strategies that have proven effective are partnerships with local stakeholders, promotion and education, and increasing participant satisfaction. Partnerships are the most dominant element in expanding participation coverage. These inhibiting factors include lack of socialization, unstable economic conditions, and dissatisfaction with services, especially in the claims process. This study concludes that BPJS marketing strategies that are adaptive to the local context, community-based, and pressure for cross-stakeholder collaboration are essential to increase the participation of informal workers in the employment social security program.
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