ANALISIS STRATEGI PROMOSI DALAM MENINGKATKAN JUMLAH KEPESERTAAN PEKERJA INFORMAL PADA CABANG LEMBAGA SOSIAL DI JAKARTA

MOHAMMAD FIKRI MAULUDIN, . (2025) ANALISIS STRATEGI PROMOSI DALAM MENINGKATKAN JUMLAH KEPESERTAAN PEKERJA INFORMAL PADA CABANG LEMBAGA SOSIAL DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis strategi promosi yang diterapkan oleh salah satu cabang lembaga sosial di Jakarta dalam meningkatkan kepesertaan pekerja sektor informal, mengidentifikasi kendala yang dihadapi, serta merumuskan solusi yang relevan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Informan terdiri dari tiga supervisor kepesertaan dan satu kepala bidang kepesertaan yang dipilih karena memiliki keterlibatan langsung dalam pelaksanaan promosi. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi lapangan, dan dokumentasi. Proses analisis dibantu oleh aplikasi NVivo 12 Plus untuk mengidentifikasi tema dan menyusun data secara sistematis. Hasil penelitian menunjukkan bahwa strategi promosi yang diterapkan merupakan kombinasi strategi tarik dan dorong. Strategi tarik dilakukan melalui media digital seperti WhatsApp Group, Instagram, situs resmi, dan berita online. Strategi dorong dilaksanakan melalui sosialisasi langsung dilapangan dan kerja sama dengan tokoh masyarakat serta komunitas lokal. Strategi ini dinilai cukup efektif dalam menjangkau pekerja informal dan membangun komunikasi dua arah. Namun, pelaksanaannya masih menghadapi berbagai kendala, baik eksternal maupun internal. Kendala eksternal meliputi rendahnya pemahaman masyarakat tentang manfaat program serta keterbatasan waktu pekerja informal untuk mengikuti kegiatan promosi. Kendala internal mencakup keterbatasan tenaga, waktu, anggaran, serta penggunaan bahasa promosi yang terlalu teknis. Solusi yang disarankan mencakup penguatan sosialisasi tatap muka, penyederhanaan bahasa promosi, penggunaan media visual seperti video pendek dan testimoni peserta, serta peningkatan kolaborasi dengan tokoh masyarakat. Penelitian ini diharapkan menjadi referensi praktis bagi lembaga sosial dalam menyusun strategi promosi yang adaptif, komunikatif, dan kolaboratif guna meningkatkan partisipasi pekerja informal dalam program jaminan sosial ketenagakerjaan. ***** This study aims to analyze the promotional strategies implemented by a branch of a social security institution in Jakarta to increase the participation of informal sector workers, identify the challenges encountered, and formulate appropriate solutions. The research adopts a descriptive qualitative approach using a case study method. The key informants consist of three participation supervisors and one head of the participation division, selected due to their direct involvement in the implementation of promotional activities. Data were collected through in-depth interviews, field observations, and documentation. NVivo 12 Plus software was used to assist in the thematic analysis and systematic data organization. The findings indicate that the promotional strategy used is a combination of pull and push strategies. The pull strategy is executed through digital media platforms such as WhatsApp Groups, Instagram, official websites, and online news portals. The push strategy involves direct outreach activities, including field visits to markets and informal worker communities, as well as collaboration with community leaders such as neighborhood heads and local organizations. This combined strategy is considered effective in reaching diverse segments of society and facilitating two-way communication. However, several challenges were identified during implementation. External challenges include low public awareness of the program's benefits and limited time availability among informal workers to attend promotional activities. Internal obstacles involve a lack of human resources, time, and budget, as well as the use of technical language in promotional materials that is difficult for the general public to understand. Proposed solutions include strengthening face-to-face promotional efforts, simplifying communication materials, utilizing visual content such as short videos and participant testimonials, and enhancing collaboration with local community figures. This research is expected to serve as a practical reference for social institutions in designing promotional strategies that are adaptive, communicative, and collaborative to effectively increase informal worker participation in social security programs.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus ; 2). Maulana Amirul Adha, S.Pd., M.Pd
Subjects:	Ilmu Sosial > Komunitas Sosial, Ras dan Kelompok Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Administrasi Perkantoran Digital
Depositing User:	Mohammad Fikri Mauludin .
Date Deposited:	11 Aug 2025 04:23
Last Modified:	11 Aug 2025 04:23
URI:	http://repository.unj.ac.id/id/eprint/59557

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