Judul: The Impact of Service Quality and Customer Satisfaction on Repurchase Intentions for Self-Employed Participants in BPJS Ketenagakerjaan.
Abstrak: Despite being required by Regulation of the Minister of Manpower of the Republic of Indonesia Number 1 of 2016, BPJS Ketenagakerjaan faces difficulties in maintaining active participation in the self-employed sector because registration is based on each person's awareness and there are no penalties for failing to pay contributions, which results in a large number of self-employed participants who are not committed to doing so. The purpose of this study is to ascertain the relationship between service quality and employee competencies, product innovation, benefits, and price. To analyzie how service quality affect customer satisfaction and the last question is whether service quality indirectly influences repurchase intention through customer satisfaction. The product innovations described in this research are ones that enhance participant services in order to raise brand awareness for BPJS Ketenagakerjaan and simplify the process for participants to make contribution payments. The examples of these innovations include offering discounts to BPJS Ketenagakerjaan cardholders at cooperation merchants and continuing to expand payment options. In the West Nusa Tenggara region, which included West Nusa Tenggara, Central Lombok, East Lombok, Sumbawa, and Bima branch offices, 200 BPJS Employment participants were surveyed for the study. SEM analysis is the analytical technique used. Only product innovation, according to the findings, had a negligible impact on service quality. This is because the needs of participants who are self-employed in the Co-Marketing program are not primarily met by merchant cooperation, so it is expected that BPJS Ketenagakerjaan will be able to increase merchant cooperation in the future to meet the needs of participants who are self-employed. BPJS Ketenagakerjaan keeps working to ensure that all participants can pay at anytime, anywhere, thus employees have to socialize about this in order for participants to be aware of and use the new payment channels. Although the West Nusa Tenggara branch of BPJS Ketenagakerjaan participants still prefer to make payments conventionally through banks, it is expected that in the future, digital-based payment channels like e-commerce applications, minimarket outlets, and also EDC/BRILink machines that have been provided, will be further optimized in order to maintain sustainability. contribution. The traits of the West Nusa Tenggara population, which are still strongly correlated with the use of local languages, can also be cause for concern. Making brochures, forms, and program explanations in local languages can be implemented so that there are no language barriers that might obstruct learning and socialization. According to the study's findings, the relationship between service quality and intention to repurchase is mediated by customer satisfaction. Customer satisfaction has an indirect impact on service quality, which affects the possibility of repeated purchases. Additionally, it means that repurchase intentions rise as service quality improves, but first through increased customer satisfaction. It won't have an impact on consumers' intentions to make another purchase even if they are not satisfied.
Keyword: Benefit, Customer Satisfaction, Employee Competencies, Price, Product Innovation, Repurchase Intention