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Nadia Adzka
Universitas Pembangunan Nasional "Veteran" Yogyakarta
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Persuasive Communication of BPJS Ketenagakerjaan in Socializing the JKK and JKM Programs for Non-Wage Workers in Yogyakarta Nadia Adzka; Kristina Andryani; Ikhsan Fauzi Adha
representamen Vol. 12 No. 2 (2026): Jurnal Representamen Volume 12 No. 02 Oktober 2026
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/representamen.v12i2.133293

Abstract

Persuasive communication plays an essential role in influencing public attitudes and behaviors, particularly in the dissemination of social security programs. This study aims to analyze the persuasive communication strategies employed by BPJS Ketenagakerjaan in socializing the Work Accident Insurance (JKK) and Death Insurance (JKM) programs to non-wage workers in Yogyakarta. The research applies David Berlo’s SMCR communication model and uses a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation. The findings reveal that BPJS Ketenagakerjaan utilizes both rational and emotional persuasive approaches through direct socialization, outdoor advertising, and social media platforms. While these strategies contribute to increasing awareness among non-wage workers, program participation remains constrained by limited understanding of benefits and contribution mechanisms. The study highlights the importance of adaptive communication strategies to improve public trust and program acceptance among informal sector workers. Keywords: Persuasive Communication, Social Security Program, BPJS Ketenagakerjaan, Informal Workers, Socialization Strategy
Co-Authors Ikhsan Fauzi Adha Kristina Andryani