STRATEGI MARKETING COMMUNICATION PROGRAM BUKAN PENERIMA UPAH (BPU) DALAM MENJANGKAU PEKERJA SEKTOR INFORMAL: BPJS KETENAGAKERJAAN CABANG DEPOK

NURINDAH APRILIA, . (2026) STRATEGI MARKETING COMMUNICATION PROGRAM BUKAN PENERIMA UPAH (BPU) DALAM MENJANGKAU PEKERJA SEKTOR INFORMAL: BPJS KETENAGAKERJAAN CABANG DEPOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis strategi marketing communication Program Bukan Penerima Upah (BPU) dalam menjangkau pekerja sektor informal di BPJS Ketenagakerjaan Cabang Depok serta memberikan rekomendasi strategi komunikasi pemasaran yang lebih efektif. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus yang mengacu pada konsep promotion mix. Data diperoleh melalui wawancara mendalam terhadap enam informan yang terdiri atas tiga informan internal dan tiga informan eksternal, serta didukung oleh observasi, dokumentasi, dan studi literatur. Keabsahan data diuji melalui kredibilitas dengan triangulasi sumber dan dependabilitas. Hasil penelitian menunjukkan bahwa BPJS Ketenagakerjaan Cabang Depok telah menerapkan seluruh dimensi promotion mix dalam penyebaran informasi Program BPU. Namun, implementasi strategi komunikasi pemasaran masih menghadapi kendala berupa keterpaparan informasi yang belum merata, keterbatasan jangkauan kegiatan komunikasi, serta belum optimalnya pemahaman masyarakat terhadap informasi program. Oleh karena itu, penelitian ini merekomendasikan optimalisasi strategi komunikasi pemasaran melalui penguatan media komunikasi, perluasan jangkauan kegiatan, serta peningkatan kualitas penyampaian informasi agar Program BPU dapat menjangkau pekerja sektor informal secara lebih efektif. ***** This study aims to analyze the marketing communication strategy of the Non-Wage Earners (Bukan Penerima Upah/BPU) Program in reaching informal sector workers at BPJS Ketenagakerjaan Depok Branch and to provide recommendations for more effective marketing communication strategies. This study employed a descriptive qualitative approach using a case study method based on the promotion mix concept. Data were collected through in-depth interviews with six informants, consisting of three internal informants and three external informants, and were supported by observations, documentation, and literature review. The trustworthiness of the data was established through credibility using source triangulationand dependability. The findings indicate that BPJS Ketenagakerjaan Depok Branch has implemented all dimensions of the promotion mix in disseminating information about the BPU Program. However, the implementation of the marketing communication strategy still faces several challenges, including uneven information exposure, limited communication outreach, and the public's suboptimal understanding of the program. Therefore, this study recommends optimizing marketing communication strategies by strengthening communication media, expanding the reach of communication activities, and improving the quality of information delivery to enhance the effectiveness of the BPU Program in reaching informal sector workers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M.; 2). Nofriska Krissanya, S.E.,M.B.A, CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 35932 not found.
Date Deposited:	12 Aug 2026 02:04
Last Modified:	12 Aug 2026 02:04
URI:	http://repository.unj.ac.id/id/eprint/70115

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