Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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A Marketing Communication Strategy for Informal Workers BPJS Ketenagakerjaan 2022–2024

Authors
Rizky Julianawati1, *, Riama Y. Simamora1, Pepey Riawati Kurnia1, Rike Penta Sitio1
1Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia
*Corresponding author. Email: rizkyjulianawati0507@gmail.com
Corresponding Author
Rizky Julianawati
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_20How to use a DOI?
Keywords
Informal Workers; Brand Awareness; Marketing Communication; Strategy; Market Development
Abstract

Social security provided by BPJS Ketenagakerjaan is mandatory for all workers in Indonesia. However, data for 2021 shows that active participants in the BPU (informal) segment are only 6% of the potential data set by Bappenas. This study aims to formulate a marketing communication strategy for the BPU segment of BPJS Ketenagakerjaan, so that there will no longer be a gap between the realization and the set target. This type of research is descriptive, using a cross-sectional design with 156 respondents. The results show that the priority marketing communication strategy that can be implemented is Collaboration & Digitalization. The main program that can be implemented based on the strategy that has been set is to create advertisements on TV and “Ngobrol Santai” using Instagram Live and Youtube platforms. By introducing existing programs and benefits to potential participants (unutilized market potential) of the BPU segment.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
10.2991/978-94-6463-076-3_20
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_20How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rizky Julianawati
AU  - Riama Y. Simamora
AU  - Pepey Riawati Kurnia
AU  - Rike Penta Sitio
PY  - 2022
DA  - 2022/12/12
TI  - A Marketing Communication Strategy for Informal Workers BPJS Ketenagakerjaan 2022–2024
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 269
EP  - 283
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_20
DO  - 10.2991/978-94-6463-076-3_20
ID  - Julianawati2022
ER  -