Optimalisasi Kolaborasi Marketing Mitra BPJS Ketenagakerjaan: Studi Komparasi
DOI:
https://doi.org/10.61626/jamsostek.v3i2.92Keywords:
BPJS Ketenagakerjaan, Kolaborasi Marketing, Keagenan, Kemitraan, Pekerja InformalAbstract
Kolaborasi marketing merupakan strategi di mana dua atau lebih organisasi bekerja sama untuk mencapai tujuan pemasaran bersama dengan memanfaatkan sumber daya, jaringan distribusi, dan inovasi. Dalam konteks BPJS Ketenagakerjaan, kolaborasi ini dilakukan dengan mitra strategis dari sektor keuangan dan non-keuangan untuk meningkatkan akuisisi, retensi kepesertaan, serta memperluas cakupan perlindungan sosial, khususnya di kalangan pekerja informal. Penelitian ini bertujuan mengeksplorasi bagaimana strategi kolaborasi marketing dapat diterapkan untuk meningkatkan akuisisi dan retensi kepesertaan, faktor-faktor yang memengaruhi keberhasilan kolaborasi tersebut, serta pelajaran yang dapat diambil dari praktik terbaik di negara lain guna mengoptimalkan strategi di Indonesia. Penelitian ini menggunakan metode studi literatur dan analisis komparatif terhadap data sekunder dari jurnal ilmiah, laporan resmi, dan publikasi terkait. Hasil penelitian menunjukkan bahwa kolaborasi yang terstruktur dan terkoordinasi mampu meningkatkan partisipasi peserta, menekan biaya operasional, dan meningkatkan kepuasan pelanggan. Faktor keberhasilan meliputi kredibilitas mitra, komitmen bersama, insentif finansial dan non-finansial, serta kampanye pemasaran multi-channel. Praktik terbaik dari negara-negara Asia Tenggara seperti Malaysia, Thailand, dan Filipina memberikan wawasan penting bagi BPJS Ketenagakerjaan dalam mengembangkan strategi kolaborasi marketing yang lebih efektif dan berkelanjutan untuk perlindungan sosial di Indonesia.
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