STRATEGI KOMUNIKASI PEMASARAN PROGRAM BPJS KETENAGAKERJAAN SEMARANG MAJAPAHIT DALAM MENINGKATKAN DAN MEMPERTAHANKAN KEPESERTAAN DI SEKTOR BPU (BUKAN PENERIMA UPAH)

Abstract

The low participation rate of informal workers (BPU) in achieving the target of BPJS Ketenagakerjaan Semarang Majapahit indicates that the mandate of Law Number 24 of 2011 regarding the employment social security program has not yet been fully realized, particularly in the city of Semarang. BPJS Ketenagakerjaan Semarang Majapahit faces challenges in educating and convincing BPU workers about the importance of such social protection.

This study uses a descriptive qualitative approach with a single instrumental case study design. Data were collected through in-depth interviews, observation, and documentation, and analyzed by pattern matching based on research findings. The level of communication studied falls under organizational communication within the context of marketing communication. The theory used is J. Taylor's Co-Orientation Theory of Organizations. The findings of this research show that the marketing communication strategy of BPJS Ketenagakerjaan Semarang Majapahit is implemented through direct socialization, collaboration with community leaders, the involvement of partner agents, and cooperation with local government. These strategies aim to raise awareness and interest among the public, although further evaluation is needed due to ongoing challenges in aligning perspectives between the organization and its target audience. The study concludes that the success of marketing communication heavily depends on audience understanding, segmentation mapping, and participatory approaches. It is recommended that BPJS Ketenagakerjaan expand its use of digital communication channels and strengthen cross-sectoral partnerships to enhance communication outreach.