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The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention

Indonesia's growing population demands social protection, such as health insurance and pension insurance. Although BPJS Ketenagakerjaan strives to improve services, challenges to social protection still exist, especially for informal workers. Further efforts are needed to increase their partici...

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Main Authors: Pradana, Bangkit, Irawan, Enjang Pera
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/24370/1/717_728%20768512555491PB.pdf
http://journalarticle.ukm.my/24370/
http://ejournal.ukm.my/ebangi/index
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spelling my-ukm.journal.243702024-10-17T03:17:50Z http://journalarticle.ukm.my/24370/ The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention Pradana, Bangkit Irawan, Enjang Pera Indonesia's growing population demands social protection, such as health insurance and pension insurance. Although BPJS Ketenagakerjaan strives to improve services, challenges to social protection still exist, especially for informal workers. Further efforts are needed to increase their participation in social security programs. This study aims to investigate the effect of Customer-Based Brand Equity (CBBE) BPJS Ketenagakerjaan after the simultaneous implementation of the Re-Call strategy on Non-Wage Earner (BPU) Purchase Intention. The growth of the labour force in Indonesia raises the complexity of the economy and the high risk of workplace accidents. BPJS Ketenagakerjaan exists as an effort by the government to provide social protection to workers, including informal workers. The Re-Call strategy is carried out to increase the participation of informal workers in the BPU Program. This study proposes a hypothesis that CBBE BPJS Ketenagakerjaan through the Re-Call strategy has a positive effect on BPU's Purchase Intention. The Structural Equation Modelling (SEM) analysis method was used to analyse survey data collected from 400 active participants of BPJS Ketenagakerjaan BPU. The results showed that there was a positive and significant influence between CBBE BPJS Ketenagakerjaan and BPU Purchase Intention. These findings make an important contribution in understanding the dynamics of the relationship between CBBE elements and consumer purchase interest, as well as their implications for increasing informal workers' participation in social security programs. Penerbit Universiti Kebangsaan Malaysia 2024-07 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/24370/1/717_728%20768512555491PB.pdf Pradana, Bangkit and Irawan, Enjang Pera (2024) The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention. e-Bangi Journal of Social Sciences and Humanities, 21 (3). pp. 717-728. ISSN 1823-884x http://ejournal.ukm.my/ebangi/index
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Indonesia's growing population demands social protection, such as health insurance and pension insurance. Although BPJS Ketenagakerjaan strives to improve services, challenges to social protection still exist, especially for informal workers. Further efforts are needed to increase their participation in social security programs. This study aims to investigate the effect of Customer-Based Brand Equity (CBBE) BPJS Ketenagakerjaan after the simultaneous implementation of the Re-Call strategy on Non-Wage Earner (BPU) Purchase Intention. The growth of the labour force in Indonesia raises the complexity of the economy and the high risk of workplace accidents. BPJS Ketenagakerjaan exists as an effort by the government to provide social protection to workers, including informal workers. The Re-Call strategy is carried out to increase the participation of informal workers in the BPU Program. This study proposes a hypothesis that CBBE BPJS Ketenagakerjaan through the Re-Call strategy has a positive effect on BPU's Purchase Intention. The Structural Equation Modelling (SEM) analysis method was used to analyse survey data collected from 400 active participants of BPJS Ketenagakerjaan BPU. The results showed that there was a positive and significant influence between CBBE BPJS Ketenagakerjaan and BPU Purchase Intention. These findings make an important contribution in understanding the dynamics of the relationship between CBBE elements and consumer purchase interest, as well as their implications for increasing informal workers' participation in social security programs.
format Article
author Pradana, Bangkit
Irawan, Enjang Pera
spellingShingle Pradana, Bangkit
Irawan, Enjang Pera
The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention
author_facet Pradana, Bangkit
Irawan, Enjang Pera
author_sort Pradana, Bangkit
title The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention
title_short The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention
title_full The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention
title_fullStr The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention
title_full_unstemmed The Effect of Customer-Based Brand Equity (CBBE) BPJS ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (BPU) purchase intention
title_sort effect of customer-based brand equity (cbbe) bpjs ketenagakerjaan after the simultaneous implementation of the re-call strategy on informal worker (bpu) purchase intention
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/24370/1/717_728%20768512555491PB.pdf
http://journalarticle.ukm.my/24370/
http://ejournal.ukm.my/ebangi/index
_version_ 1814049134334705664
score 13.211869

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