CD Tesis

Implementasi Komunikasi Pemasaran Terpadu Dalam Meningkatkan Kepesertaan Aktif Tenaga Kerja Bukan Penerima Upah BPJS Ketenagakerjaan Pekanbaru Panam

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BPJS Ketenagakerjaan Pekanbaru Panam faces challenges in expanding the protection of employment social security programs for informal workers, namely the segment of Non-Wage Recipient Workers (BPU). Integrated marketing communication is carried out in an effort to increase the active membership of the BPU segment. This effort includes acquiring new participants and maintaining active membership. The purpose of this research is to analyze the marketing communication elements carried out and analyze the integration of BPJS Ketenagakerjaan Pekanbaru Panam marketing communication elements in increasing the active membership of non-wage earners.
This research is a qualitative research with case study type. The object of this research is integrated marketing communication activities carried out by BPJS Ketenagakerjaan Pekanbaru Panam in increasing active participation of Non-Wage Recipient Workers. Meanwhile, the research subjects are employees of BPJS Ketenagakerjaan Pekanbaru Panam who have jobdesc to carry out BPU program marketing activities and / or data management of BPU program participants. The informants in this study were seven informants with various positions, namely the head of the office, head of marketing, special account representative (ARK), special participant administration officer and person in charge of communication. The data collection techniques used are interviews, observation and documentation. Data analysis techniques by collecting data, reducing data, presenting data and drawing conclusions.
The results showed that the implementation of integrated marketing communication of BPJS Ketenagakerjaan Pekanbaru Panam was carried out in the model of core communication elements and supporting communication elements. Core communication elements are the main communication elements carried out by BPJS Ketenagakerjaan Pekanbaru Panam: Selling, sales management and key account management. Supporting communication elements are carried out to support the success of the main elements, communication: advertising; publicity and public relations; sponsorship; sales promotion), direct - tools of direct marketing, exhibitions, merchandising and point-of-sale and websites and social media. The integration of marketing communication can be seen from marketing activities that involve various elements of marketing communication that support each other. The integration of these elements allows BPJS Ketenagakerjaan Pekanbaru Panam to reach a wider audience, provide clear messages, and strengthen the company's image in its the public.


Key Words : Marketing Communications, Cohesiveness, Increasing Membership

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2010247595

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2010247595

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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