Integrated Marketing Communication for BPJS Ketenagakerjaan: Understanding Communication Design and Channel to Improve Membership Ratio Among Indonesian Migrant Workers
DOI:
https://doi.org/10.38035/jafm.v5i6.1569Keywords:
BPJS Ketenagakerjaan, Indonesian Migrant Workers, Integrated Marketing Communication (IMC), Communication Design, Communication ChannelAbstract
The number of Indonesian Migrant Workers continue to increase due to increasing demand for workforce needs from various countries. In accordance with the mandate of Law of the Republic of Indonesia Number 18 of 2017, BPJS Ketenagakerjaan must expands its role to Migrant Worker. However, the suboptimal participation level of Indonesian migrant workers still become one of the main issue. With membership ratio stands at 12.6%, indicating that there is still a gap between BPJS Ketenagakerjaan services and its awareness. This study aims to formulate prioritization for integrated marketing communications channel and design that is relevant for BPJS Ketenagakerjaan in reaching migrant workers. Data was collected using a quantitative method with surveys and analyzed using a weighted scoring method. The respondents consisted of Indonesian migrant workers in key destination countries such as Malaysia, Hong Kong, Taiwan, South Korea, and Japan. Research findings show that social media and community events are the most relevance communication channels. Additionally, in the aspect of communication design, research found that collaboration with trusted institutions and the marketing communication based on benefits and user experience are relevant. Meanwhile, communication activities such as billboards, direct marketing and collaboration with influencers have lower relevance.
References
Badan Pelindungan Pekerja Migran Indonesia. (2024). Menteri Karding ungkap banyaknya permintaan pekerja migran Indonesia dari sejumlah negara. Retrieved from https://bp2mi.go.id/berita-detail/menteri-karding-ungkap-banyaknya-permintaan pekerja-migran-indonesia-dari-sejumlah-negara
BPJS Ketenagakerjaan. (2024). Materi Rapat Dengar Pendapat Komisi IX RI: Evaluasi Perlindungan Jaminan Sosial Ketenagakerjaan dan Kepesertaan Pekerja Migran Indonesia. BPJS Ketenagakerjaan.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing, and integrating online marketing (5th ed.). Routledge.
Government of Indonesia. (2017). Law No. 18 of 2017 on the Protection of Indonesian Migrant Workers. Retrieved from https://peraturan.go.id
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Knapp, M. L., & Daly, J. A. (Eds.). (2002). Handbook of interpersonal communication (3rd ed.). Sage Publications.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Prentice Hall
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of marketing (8th European ed.). Pearson
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management: Global edition (16th ed.). Pearson
Neuman, W. L. (2014). Social research methods: Qualitative and quantitative approaches (7th ed.). Pearson Education Limited.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Odu, G. (2019). Weighting Methods for Multi-Criteria Decision-Making Technique. Journal of Applied Sciences and Environmental Management, 1449-1457.s
Pulizzi, J. (2013). Epic content marketing: How to tell a different story, break through theclutter, and win more customers by marketing less. McGraw Hill Education
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Abdullah Hisyam, Jacob Silas Mussry
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Journal of Accounting and Finance Management (JAFM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Journal of Accounting and Finance Management (JAFM).
