STRATEGI MARKETING PUBLIC RELATIONS DALAM MENDORONG PERUBAHAN PERILAKU ANGGOTA UMKM MENJADI KEPESERTAAN BPJS KETENAGAKERJAAN

KHAIRUNNISA, FANI (2021) STRATEGI MARKETING PUBLIC RELATIONS DALAM MENDORONG PERUBAHAN PERILAKU ANGGOTA UMKM MENJADI KEPESERTAAN BPJS KETENAGAKERJAAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

BPJS Employment is a Social Security Administering Body that provides protection to all Indonesian workers, both in the formal and informal sectors. Workers are required to have protection from socio-economic risks such as accidents and death in the course of work. Therefore, there is a need for protection for workers to ensure safety in carrying out their work. So that it can reduce the risk of social and economic disturbances and drastically disrupt welfare. The purpose of the study was to determine the Marketing Public Relations strategy in encouraging changes in the behavior of UMKM members into BPJS Employment membership. This study uses the theory of Marketing Public Relations according to Thomas L. Harris which includes the concept of Push, Pull, and Pass and the concept of management process according to Scott M. Cutlip, namely fact finding, planning, communications actions and evaluating. The research method used is a case study with a qualitative descriptive type of research by conducting in-depth interviews with informants. The resource persons in this study were the Head of BPJS Employment Participation Division, Special Account Representative Staff and also UMKMs member. The results of the research from the Marketing Public Relations strategy that encourage changes in the behavior of UMKM members into BPJS Employment participation are by carrying out socialization activities, participating in Bazaars and Exhibitions, using brochures, flyers, billboards and news in print/online media. This study concludes that the BPJS Employment membership sector coordinates with the Cooperatives and UMKM Office to synergize in providing socialization to UMKM regarding the importance of being BPJS Employment participants. So that UMKM can know the need for social security protection in dealing with work risks. Keywords: Marketing Public Relations, Socialization, Communications BPJS Ketenagakerjaan merupakan Badan Penyelenggara Jaminan Sosial memberikan perlindungan kepada seluruh pekerja Indonesia baik sektor formal maupun informal. Para pekerja wajib memiliki perlindungan dari resiko sosial ekonomi seperti kecelakaan dan kematian dalam masa kerja. Oleh karena itu, perlu adanya perlindungan bagi para tenaga kerja agar terjamin keselamatan dalam mejalankan pekerjaannya. Sehingga dapat mengurangi resiko adanya gangguan dalam sosial ekonomi dan mengganggu kesejahteraan secara drastis. Tujuan dari penelitian adalah untuk mengetahui strategi Marketing Public Relations dalam mendorong perubahan perilaku anggota UMKM menjadi kepesertaan BPJS Ketenagakerjaan. Penelitian ini menggunakan teori Marketing Public Relations menurut Thomas L. Harris yang meliputi konsep Push, Pull, dan Pass dan konsep proses manajemen menurut Scot M. Cutlip, yakni factfinding, planning, communications-actions dan evaluating. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan melakukan wawancara mendalam kepada narasumber. Narasumber dalam penelitian ini adalah Kepala Bidang Kepesertaan BPJS Ketenagakerjaan, Staff Account Representative Khusus dan juga pelaku UMKM. Hasil penelitian dari strategi Marketing Public Relations mendorong perubahan perilaku anggota UMKM mejadi kepesertaan BPJS Ketenagakerjaan adalah dengan melaksanakan kegiatan sosialisasi, mengikuti Bazar dan Pameran, menggunakan brosur, flyer, baliho dan pemberitaan di media cetak/online. Penelitian ini menyimpulkan bahwa bidang kepesertaan BPJS Ketenagakerjaan berkoordinasi dengan Dinas Koperasi dan UMKM untuk bersinergi memberikan sosialisasi kepada UMKM mengenai pentingnya menjadi peserta BPJS Ketenagakerjaan. Sehingga UMKM dapat mengetahui bahwa perlunya perlindungan jaminan sosial dalam menghadapi resiko kerja. Kata Kunci : Marketing Public Relations, Sosialisasi, Komunikasi

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