Maharani, Adinindya Putri (2017) ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM MENUMBUHKAN BRAND AWARENESS MASYARAKAT TENTANG BPJS KETENAGAKERJAAN KANTOR CABANG YOGYAKARTA. Other thesis, UPN "VETERAN" YOGYAKARTA.
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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
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Basir Umaryadi |
| Date Deposited: | 29 Mar 2017 01:29 |
| Last Modified: | 29 Mar 2017 01:29 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/11590 |
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