Determinan Faktor Loyalitas Peserta Bukan Penerima Upah BPJS Ketenagakerjaan Kota Medan

Abstract

Insurance differs from other types of service businesses in that it assumes various risks from third parties, causing insurance companies to become risk-intensive if not properly managed. It was also revealed that insurance is built on public trust. BPJS Ketenagakerjaan is a member of the social insurance. BPJS Ketenagakerjaan has a public program that aims to protect workers from certain socioeconomic risks through the use of social insurance mechanisms. The goal of this study is to build loyalty within the BPJS Ketenagakerjaan environment, with several variables being tested as directly or indirectly forming the loyalty of BPJS Ketenagakerjaan participants. This study investigates the variables that influence participant loyalty, namely brand resonance and the quality of experience values, either directly or indirectly. Furthermore, the impact of service recovery satisfaction and the benefits perceived by participants from the use of information technology on service delivery at BPJS Ketenagakerjaan were investigated. This study was carried out quantitatively. This is accomplished by distributing questionnaires via Google Forms. The population of this study is the number of productive age population in Medan City, which is 24,291 people, and the sample size of respondents was 320 people using the Purposive Sampling and Quota Sampling methods. The data analysis and hypothesis testing method employed descriptive and inferential statistical analysis, namely SEM (Structural Equation Model) with the SmartPLS analysis method. The variable quality of experiential value, which is the result of the synthesis of quality and experiential value, are the novelty and originality of this research. According to the findings of this study's hypothesis test, satisfaction service recovery has a positive and significant effect on brand resonance. Brand resonance has a positive but insignificant effect on BPJS Ketenagakerjaan participants' loyalty. The perceived usefulness of Jamsostek Mobile (JMO) have a significant positive impact on the experiential value quality. Experiential value quality has a positive and significant impact on BPJS Ketenagakerjaan participants' loyalty. Through brand resonance, satisfaction service recovery has a positive but insignificant effect on loyalty. Through the quality of the experiential value, perceived usefulness of Jamsostek Mobile (JMO) have a positive and significant effect on loyalty.