The Role of the Marketing Mix in the Decision to Enroll in BPJS Ketenagakerjaan among the Non-Wage Recipient (BPU) Segment

ABSTRACT: BPJS Ketenagakerjaan (Employment Social Security Agency) is responsible for providing social protection to all workers, including those in the Non-Wage Recipient (BPU) segment. However, participation in the BPU segment remains relatively low compared to wage earners. This study aims to examine the influence of the marketing mix—product, price, distribution, and promotion—on the decision to enroll in BPJS Ketenagakerjaan among BPU workers. This research was conducted in Serang City from August to October 2025 using a quantitative survey approach. The population consisted of BPU workers, with 120 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression. The results show that all marketing mix variables significantly influence the decision to enroll in BPJS Ketenagakerjaan. Among these variables, promotion has the strongest effect. This finding highlights the importance of effective communication and outreach strategies in increasing participation among BPU workers. This study recommends strengthening educational programs, expanding digital promotion channels, and improving communication of program benefits to increase enrollment in the BPU segment.

KEYWORDS : BPJS Employment, BPU Segment, Marketing Mix, Participation Decision