PENGARUH KUALITAS LAYANAN, KEPUASAN DAN LOYALITAS TERHADAP WORD OF MOUTH INTENTION PADA PESERTA BPJS KETENAGAKERJAAN CABANG BANYUASIN PANGKALAN BALAI

ARDIANSYAH, M RICKY and Natalisa, Diah and Rosa, Aslamia (2025) PENGARUH KUALITAS LAYANAN, KEPUASAN DAN LOYALITAS TERHADAP WORD OF MOUTH INTENTION PADA PESERTA BPJS KETENAGAKERJAAN CABANG BANYUASIN PANGKALAN BALAI. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to examine the influence of Service Quality (X1), Satisfaction (X2), and Loyalty (X3) on Word of Mouth Intention (Y). The participants are active claimants of the employment social security program at the BPJS Ketenagakerjaan branch in Banyuasin Pangkalan Balai, which oversees two districts: Banyuasin and Musi Banyuasin. A sample of 157 respondents was selected using non-probability sampling methods due to the large population, specifically employing purposive sampling. The sample consists of participants who filed claims for the social security program at the BPJS Ketenagakerjaan branch in Banyuasin Pangkalan Balai from October to December 2024. The study utilized multiple regression analysis, which provided evidence that Service Quality, Satisfaction, and Loyalty significantly and positively influence Word of Mouth Intention. It is recommended that the management of BPJS Ketenagakerjaan enhance service quality, measure participant satisfaction and loyalty, in order to improve Universal Coverage Jamsostek (UCJ) through Word of Mouth marketing strategies, particularly for workers in the informal sector (BPU) or self-employed workers who are not mandated to register under regulations. This approach is expected to create positive experiences for workers, thereby encouraging them to disseminate trustworthy information about the employment social security program to the wider community.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Manajemen Pemasaran, Kualitas Layanan, Kepuasan, Loyalitas, Word of Mouth Intention
Subjects: H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations
H Social Sciences > HB Economic Theory > HB846-846.8 Welfare theory
Divisions: 01-Faculty of Economics > 61102-Management (S2)
Depositing User: M RICKY ARDIANSYAH
Date Deposited: 17 Jan 2025 08:18
Last Modified: 17 Jan 2025 08:18
URI: http://repository.unsri.ac.id/id/eprint/165355

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