Qualitative Analysis of BPJS Employment Marketing Style in Medan City Towards Increasing Informal Membership in Medan City

Suci Anggreyni Br Sembiring Pelawi; Santri Handayani; Ignasia Edwina Sinaga; Siti Aisya; Mutiara Rizky Nasution; Veri Dandi Marbun; Thasya Angelina Lumban Tobing; Feni Anggraini; Wan Salwa Anindya

doi:10.55927/cjas.v2i11.13325

Authors

Suci Anggreyni Br Sembiring Pelawi Universitas Sumatera Utara
Santri Handayani Universitas Sumatera Utara
Ignasia Edwina Sinaga Universitas Sumatera Utara
Siti Aisya Universitas Sumatera Utara
Mutiara Rizky Nasution Universitas Sumatera Utara
Veri Dandi Marbun Universitas Sumatera Utara
Thasya Angelina Lumban Tobing Universitas Sumatera Utara
Feni Anggraini Universitas Sumatera Utara
Wan Salwa Anindya Universitas Sumatera Utara

DOI:

https://doi.org/10.55927/cjas.v2i11.13325

Keywords:

BPJS Ketenagakerjaan, Marketing, Participation, Informal Workers

Abstract

This research aims to analyze the marketing style of BPJS Ketenagakerjaan in the Medan City branch and its impact on increasing participation among informal workers. The method used is a qualitative approach with a case study design, allowing the researcher to explore in-depth the marketing strategies implemented, responses from informal workers, and the obstacles faced. The results show that although BPJS Ketenagakerjaan has implemented various marketing strategies such as digital media usage and direct socialization, the participation rate among informal workers remains low. Contributing factors include a lack of understanding of the program's benefits, perceptions of contribution costs as an additional burden, and limited access to information technology. This research recommends a more adaptive and educational marketing approach to enhance awareness and participation among informal workers.

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