Wulandari, Utami (2021) STRATEGI BRANDING BPJS KETENAGAKERJAAN DALAM MASA PANDEMI COVID-19 Studi Kasus Program Bantuan Subisidi Upah Bagi Pekerja Formal Tahun 2020. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Selama ini masyarakat memiliki brand awareness yang relatif kecil ter- hadap BPJS Ketenagakerjaan. Di kalangan pekerja lebih kenal dengan nama sebe- lumnya Jamsostek. Selama masa pademi, BPJS Ketenagakerjaan terlibat dalam Program Bantuan Subisidi Upah Bagi Pekerja Formal. Penelitian ini diarahkan un- tuk menganalisis strategi branding BPJS Ketenagakerjaan dan tahapan untuk mem- perkuat branding BPJS Ketenagakerjaan. Konsep yang digunakan dalam penelitian ini adalah strategi komunikasi pemasaran, strategi branding, dan taktik media branding. Penelitian ini menggunakan paradigma konstruktivis dengan jenis penelitian studi kasus deskriptif. Hasil penelitian menunjukan BPJS Ketenagakerjaan strategi branding yang dilakukan oleh BPJS Ketenagakerjaan selain mengubah kembali panggilan menjadi BPJamsostek juga memerapkan setiap logo dan perubahan itu melalui media massa serta media sosial BPJS Ketenagakerjaan. Selain itu, branding yang sama juga dit- erapkan dalam meningkatkan awareness publik terhadap Bantusn Subsidi Upah Bagi Pekerja Formal. Sebagai saran, untuk pengembangan strategi perlu memper- hatikan kebutuhan dan kebiasaan pekerja formal dengan optimalisasi penggunaan media sosial. Kata Kunci: branding, BPJS Ketenagakerjaan, pandemi, branding, branding lembaga, office branding The public has relatively little brand awareness of the existence of BPJS Ketenagakerjaan. Among workers more familiar with the previous name Jam- sostek. During the pandemic, BPJS Ketenagakerjaan was involved in the Wage Subsidy Assistance Program for Formal Workers. This study is directed to analyze the BPJS Employment branding strategy and the steps to strengthen the BPJS Em- ployment branding. The concepts used in this study are marketing communication strategies, branding strategies, and media branding tactics. This study uses a constructivist paradigm with a descriptive case study type of research. The results of the study show that BPJS Ketenagakerjaan's branding strat- egy carried out by BPJS Ketenagakerjaan in addition to changing the call back to BPJamsostek also applies each logo and change through mass media and BPJS Employment social media. In addition, the same branding is also applied in in- creasing public awareness of Wage Subsidy Assistance for Formal Workers. As a suggestion, for developing a strategy it is necessary to pay attention to the needs and habits of formal workers by optimizing the use of social media. Keywords: branding, BPJS Employment, pandemic, branding, agency branding, office branding
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44318120001 |
| Uncontrolled Keywords: | branding, BPJS Employment, pandemic, branding, agency branding, office branding, branding, BPJS Ketenagakerjaan, pandemi, branding, branding lembaga, office branding |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 21 Mar 2022 04:59 |
| Last Modified: | 21 Mar 2022 04:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58442 |
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