BPJS Employment Communication Strategy in Improving Informal Sector Workers' Awareness of the Employment Social Security Program
DOI:
https://doi.org/10.62872/f5ffxg11Keywords:
BPJS Employment, Informal Sector, Communication Strategy, Perisai Agent, AIDDAAbstract
The low participation of informal sector workers or Non-Wage Recipients (BPU) in employment social security is a national challenge, primarily due to a lack of awareness and cost perception barriers. This study aims to describe BPJS Employment's communication strategy in acquiring BPU participants through a comprehensive review of previous literature. The method used is qualitative with a library research approach. Data collection was carried out by reviewing scientific journals, books, and performance reports for the 2020–2025 period. The review results showed that the most effective communication strategy is the personal selling approach through Perisai Agents who apply the AIDDA (Attention, Interest, Desire, Decision, Action) model. Perisai Agents act as communication bridges capable of overcoming trust issues and low digital literacy among informal workers. These findings recommend the need to strengthen agents' persuasive communication capacity and integrate digital communication channels for membership sustainability.
Downloads
References
Alfiansa, N., Nurjanah, & Yasir. (2025). BPJS Employment communication strategy in implementing the job loss insurance program (Case study: BPJS Employment, West Sumatra Region). JUTIN: Journal of Integrated Industrial Engineering, 8(1), 529–534. https://doi.org/10.31004/jutin.v8i1.39471
Alfiansa, N., Nurjanah, N., & Yasir, Y. (2025). Communication strategy of BPJS Ketenagakerjaan in implementing the job loss insurance program (Case study: BPJS Ketenagakerjaan West Sumatra Region). Journal of Integrated Industrial Engineering (JUTIN), 8(1), 529–534.
Bandung: PT Remaja Rosdakarya.
Cangara, H. (2018). Communication Planning and Strategy (Revised Edition). Jakarta: Kencana Prenada Media Group.
Effendy, OU (2017). Communication Science: Theory and Practice (28th Edition).
Heizer, J., & Render, B. (2018). Operations Management, Book 1, Eleventh Edition. Jakarta: Salemba Empat.
Maulana, S., & Ilman, N. (2025). The influence of perceived ease of use and usefulness of the JMO (Jamsostek Mobile) BPJS Ketenagakerjaan application on user satisfaction in Palopo City. Integrative Perspectives of Social and Science Journal, 2(3), 4915–4925.
Saraswati, YR, Setiorini, C., & Cornelia, DA (2020). The Influence of the Day of the Week Effect, Week Four Effect, and Rogalsky Effect on LQ-45 Stock Returns on the Indonesia Stock Exchange. Journal of Research and Taxation, 2(1), 43–54. Retrieved from http://jrap.univpancasila.ac.id/index.php/JRAP/article/view/31/18
Sari, PN, Wuryanti, L., & Listyaningsih, E. (2022). Analysis of Marketing Strategy in Increasing the Number of Non-Wage Recipients (BPU) in BPJS Employment Bandar Lampung. Malahayati Journal of Management Studies, 4(1).
Simamora, MW, Noerjoedianto, D., Hubaybah, Amir, A., & Solida, A. (2025). Implementation of the employment social security program for non-wage workers at BPJS Employment in Jambi City 2024. Tambusai Health Journal, 6(2), 5565–5574
Simamora, MW, Noerjoedianto, D., Hubaybah, H., Amir, A., & Solida, A. (2025). Implementation of the Employment Social Security Program for Non-Wage Receiving Workers at BPJS Employment in Jambi City 2024. Tambusai Health Journal, 6(2), 5565–5574.
Syafranti, Y. (2024). Analysis of the Effectiveness of Interpersonal Communication Strategies of Shield Agents at BPJS Ketenagakerjaan Makassar Branch Office. Legal Brief, 13(2), 380–391.
Top Brand Award. (2019). Top Brand Courier Service Category 2018. Retrieved fromhttp://www.topbrand-award.com
Wantu, MAB, Wolok, T., & Ismail, Y. (2024). Analysis of Marketing Strategies in Increasing the Number of Non-Wage Recipient Members in the Gorontalo Branch of BPJS Ketenagakerjaan. As-Syirkah: Islamic Economic & Financial Journal, 3(2), 806–828.
Wibowo, EF, & Handayani, D. (2024). Association of Social Security with Work Participation of the Elderly Population in Indonesia. Journal of Population and Family Economics, 1(1), Article 2.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Maulana Al-Ghifari, Sarah Louis Angelica Gurning, Desika Nababan, Febby Siahaan (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
