Peningkatan Kepesertaan Aktif Berbasis Kepuasan dan Ketahanan Dana Program Jaminan Sosial Ketenagakerjaan

Abstract

BPJS Ketenagakerjaan merupakan lembaga penyelenggara jaminan sosial ketenagakerjaan yang memiliki mandat memberikan perlindungan bagi seluruh pekerja, baik formal maupun informal. Namun hingga tahun 2024, tingkat kepesertaan aktif baru mencapai 42,81%, masih jauh dari cakupan universal. Kondisi ini menunjukkan adanya tantangan dalam memperluas kepesertaan sekaligus menjaga ketahanan dana agar program tetap berkelanjutan. Peningkatan kepesertaan yang tidak diimbangi dengan pengelolaan dana yang sehat dapat menimbulkan risiko finansial bagi keberlanjutan sistem jaminan sosial. Penelitian ini bertujuan untuk: (1) mengidentifikasi kondisi setiap aspek marketing mix (process, people, place, promotion, physical evidence) di kalangan peserta BPJS Ketenagakerjaan; (2) menganalisis pengaruh aspek-aspek tersebut terhadap kepuasan peserta; (3) menilai pengaruh kepuasan terhadap minat menjadi peserta kembali; (4) menganalisis pengaruh jumlah klaim, jumlah kasus, jumlah peserta aktif, jumlah iuran, dan rata-rata umur terhadap ketahanan dana program jaminan sosial ketenagakerjaan; serta (5) merumuskan rekomendasi strategis untuk meningkatkan kepesertaan aktif dan menjaga ketahanan dana program. Penelitian ini menggunakan pendekatan kuantitatif dengan dua metode utama. Structural Equation Modeling – Partial Least Squares (SEM-PLS) digunakan untuk menganalisis hubungan antara marketing mix, kepuasan, dan minat menjadi peserta kembali berdasarkan data primer hasil kuesioner. Sementara itu, analisis regresi linear berganda digunakan untuk mengukur pengaruh faktor- faktor kuantitatif terhadap ketahanan dana. Penelitian ini dilaksanakan pada Maret–Juni 2025 secara nasional dengan mengumpulkan data primer melalui penyebaran kuesioner kepada peserta BPJS Ketenagakerjaan, baik formal maupun informal untuk analisis SEM-PLS, serta data sekunder melalui desk research di Jakarta untuk analisis regresi linear berganda menggunakan data dari BPJS Ketenagakerjaan. Populasi penelitian berjumlah 1.990.584 peserta, dengan kebutuhan minimal sampel 105–210 responden berdasarkan 21 indikator penelitian menurut Hair et al. (2010). Data primer dikumpulkan menggunakan kuesioner berskala Likert 1–6 untuk mengukur persepsi terkait elemen marketing mix, kepuasan, dan niat kembali menjadi peserta aktif. Sementara itu, data sekunder mencakup variabel kuantitatif seperti jumlah kasus, nilai klaim, peserta aktif, iuran, dan rata-rata umur peserta untuk menganalisis pengaruhnya terhadap ketahanan dana. Analisis deskriptif dil untuk menyajikan data secara terstruktur, sedangkan kombinasi pendekatan dan sekunder memungkinkan penelitian menghasilkan gambaran komprehensif mengenai persepsi peserta serta kondisi ketahanan dana BPJS Ketenagakerjaan. Berdasarkan hasil analisis deskriptif menunjukan bahwa strategi yang dijalankan BPJS Ketenagakerjaan dinilai sudah baik, khususnya pada aspek process dan people yang mendapat penilaian positif dari peserta. Namun, aspek promotion dan physical evidence masih relatif lebih lemah sehingga perlu adanya penguat

Hasil penelitian ini juga menunjukkan bahwa dari lima unsur marketing mix yang dianalisis, aspek people memiliki pengaruh paling kuat terhadap kepuasan peserta. Aspek promotion dan place juga berpengaruh positif dan signifikan, menandakan pentingnya komunikasi yang efektif dan kemudahan akses layanan. Sementara itu, process dan physical evidence tidak berpengaruh signifikan secara statistik, tetapi tetap berperan dalam membentuk pengalaman layanan yang positif. Kepuasan peserta terbukti memiliki pengaruh positif signifikan terhadap minat untuk kembali menjadi peserta aktif, sehingga peningkatan kualitas pelayanan menjadi faktor kunci dalam memperluas kepesertaan. Pada analisis ketahanan dana, hasil penelitian mengelompokkan program menjadi dua kategori: program non-asuransi (JHT dan JPN) serta program asuransi (JKK dan JKM). Untuk program non-asuransi, ketahanan dana terutama dipengaruhi oleh jumlah peserta aktif, jumlah kasus, nominal klaim, jumlah iuran, dan rata-rata umur peserta. Pada JHT, nominal klaim berpengaruh negatif signifikan terhadap ketahanan dana, sedangkan jumlah kasus dan jumlah peserta aktif berpengaruh positif signifikan. Rata-rata umur peserta berpengaruh negatif signifikan, menunjukkan bahwa semakin tinggi rata-rata umur peserta, semakin besar risiko pencairan manfaat. Hasil ini menegaskan bahwa JHT sangat sensitif terhadap dinamika demografi dan perilaku klaim. Pada JPN, nominal klaim juga berpengaruh negatif signifikan, namun jumlah kasus berpengaruh positif signifikan terhadap ketahanan dana. Sementara itu, untuk program asuransi, hasil menunjukkan bahwa nominal klaim berpengaruh negatif signifikan terhadap ketahanan dana, baik pada JKK maupun JKM. Pada JKK, rata-rata umur peserta juga berpengaruh negatif signifikan, menandakan peningkatan usia peserta meningkatkan risiko klaim dan menurunkan stabilitas dana. Pada JKM, selain nominal klaim, jumlah peserta aktif berpengaruh negatif signifikan, yang mengindikasikan bahwa perluasan kepesertaan tanpa seleksi risiko yang tepat justru dapat memperlemah ketahanan dana. Secara keseluruhan, penelitian ini merekomendasikan agar BPJS Ketenagakerjaan memperkuat kepuasan peserta melalui peningkatan kualitas pelayanan, serta mengintegrasikan strategi pelayanan dan pengelolaan dana untuk mewujudkan sistem jaminan sosial yang inklusif, berkelanjutan, dan terpercaya.

BPJS Ketenagakerjaan is a public agency mandated to administer employment social security programs that provide protection for all workers, both formal and informal. However, as of 2024, the rate of active participation has only reached 42.81%, still far from achieving universal coverage. This condition indicates ongoing challenges in expanding participation while maintaining fund resilience to ensure the sustainability of the programs. An increase in participation that is not accompanied by sound financial management may pose financial risks to the long-term sustainability of the social security system. This study aims to: (1) identify the condition of each element of the marketing mix (process, people, place, promotion, and physical evidence) among BPJS Ketenagakerjaan participants; (2) analyze the influence of these elements on participant satisfaction; (3) assess the effect of satisfaction on the intention to re- enroll as an active participant; (4) analyze the influence of quantitative factors such as the number of claims, number of cases, number of active participants, total contributions, and average age on the fund resilience of employment social security programs; and (5) formulate strategic recommendations to enhance active participation and maintain fund sustainability. This study employs a quantitative approach using two primary methods. Structural Equation Modeling–Partial Least Squares (SEM-PLS) is used to analyze the relationships among the marketing mix, participant satisfaction, and the intention to re-enroll in the program based on primary data collected through questionnaires. Meanwhile, multiple linear regression analysis is utilized to measure the influence of quantitative factors on fund sustainability. The research conducted from March to June 2025 on a national scale, collecting primary data through questionnaires distributed to both formal and informal BPJS Ketenagakerjaan participants for the SEM-PLS analysis, as well as secondary data through desk research in Jakarta for the regression analysis using data obtained from BPJS Ketenagakerjaan. The study population consists of 1,990,584 participants, with a minimum required sample size of 105–210 respondents based on 21 research indicators, following Hair et al. (2010). The primary data are collected using a Likert scale of 1–6 to measure perceptions related to marketing mix elements, satisfaction, and the intention to return as active participants. Meanwhile, the secondary data include quantitative variables such as the number of cases, claim amounts, active participants, contributions, and average participant age to analyze their influence on fund sustainability. Descriptive analysis is conducted to present the data in a structured manner, whi combination of primary and secondary approaches allows the study to pro comprehensive depiction of participant perceptions and the financial sustain condition of BPJS Ketenagakerjaan. Based on the descriptive analysis, the strategies implemented by BPJS Ketenagakerjaan are generally considered effective, particularly in the aspects of process and people, which received positive evaluations from participants.

However, the promotion and physical evidence aspects remain relatively weaker and require further strengthening. The study also reveals that among the five marketing mix elements examined, the people aspect has the strongest influence on participant satisfaction, while promotion and place also show positive and significant effects, emphasizing the importance of effective communication and service accessibility. Although process and physical evidence do not have statistically significant effects, they still contribute to shaping a positive service experience. Moreover, participant satisfaction significantly increases the intention to re-enroll as active members, indicating that enhancing service quality is crucial for expanding membership participation. In the analysis of fund resilience, the programs are grouped into two categories: non-insurance programs (JHT and JPN) and insurance programs (JKK and JKM). For non-insurance programs, fund resilience is mainly influenced by the number of active participants, number of cases, claim amounts, contribution amounts, and average participant age. In the JHT program, claim amounts have a significant negative effect on fund resilience, while the number of cases and active participants have significant positive effects. The average age of participants has a significant negative effect, indicating that higher participant age increases the likelihood of benefit withdrawals and decreases fund stability. These results show that JHT is highly sensitive to demographic dynamics and claim behavior. In the JPN program, claim amounts also have a significant negative effect, while the number of cases has a significant positive effect on fund resilience. For insurance programs, the results show that claim amounts have a significant negative effect on fund resilience in both JKK and JKM. In the JKK program, the average age of participants also has a significant negative effect, indicating that an increase in older participants raises claim risks and reduces fund stability. In the JKM program, in addition to claim amounts, the number of active participants has a significant negative effect, suggesting that expanding membership without proper risk selection may weaken fund resilience. Overall, this study recommends that BPJS Ketenagakerjaan strengthen participant satisfaction through improved service quality and integrate service strategies with fund management strategies to achieve an inclusive, sustainable, and reliable social security system.