The Influence of Social Media Marketing and Brand Awareness on the Decision to Become a BPJS Kesehatan Participant

Abstract

This research aims to analyze the influence of Social Media Marketing and Brand Awareness on individual decisions to become BPJS Health participants. The method used is a survey with respondents consisting of people who have access to social media. Data was collected through questionnaires and analyzed using Structural Equation Model-Partial Least Square (SEM-PLS) analysis. The research results show that Social Media Marketing has a significant influence on the decision to become an independent BPJS Health participant, with the average value indicating a positive assessment. Apart from that, Brand Awareness was also proven to have a significant effect, indicating that high brand awareness can encourage individuals to register. Simultaneously, these two variables have a significant influence on this decision. These findings indicate the importance of marketing strategies through social media and increasing brand awareness in increasing public participation in national health insurance programs. This research provides insight for BPJS Health managers in designing more effective marketing campaigns. This research also produces suggestions that can be maximized in further research and for BPJS Health managers.