Research Paper
Year: 2020 | Month: March | Volume: 7 | Issue: 3 | Pages: 232-241
Effect of Marketing Communication, Brand Equity through Positioning As Intervene Variable on Decision Making To Enroll BPJS Ketenagakerjaan (Case Study for Merchant in Medan Utara)
Habieb Pahlevi, Amrin Fauzi, Sugiharto Pujangkoro
Master of Management Universitas Sumatera Utara, Indonesia
Corresponding Author: Habieb Pahlevi
ABSTRACT
Merger of PT Jaminan Sosial Tenaga Kerja (Jamsostek) and PT Asuransi Kesehatan (Askes) by Indonesia Act No. 24 Year 2011 about Badan Penyelenggara Jaminan Sosial, effective by January, 1st, 2014 at least can change the perception of people about worker insurance. Transformation from Jamsostek to BPJS Ketenagakerjaan decrease positioning in society. Pre study shown that level of participations for participant not earn salary or Peserta Bukan Penerima Upah (PBPU) is really low in Medan Utara district. Reseach shown that as outer model, there is no trimming finding, thus all variable are eligible based on reliability and construct validity. As inner model shown that brand equity has a significant effect on positioning in which t count (14.497) is higher than t table (1.966). Marketing communication has significant effect on positioning in which t count (7.944) is higher than t table (1.966). Positioning has significant effect on decision making in which t count (7.046) is higher than t table (1.966). Brand equity has significant effect on decision making in which t count (4.642) is higher than t table (1.966). Marketing communication has significant effect on decision making in which t count (2.913) is higher than t table (1.966). Brand equity through positioning has significant effect on decision making in which t count (6.035) is higher than t table (1.966). Marketing communication through positioning has significant effect on decision making in which t count (5.899) is higher than t table (1.966).
Keywords: Communication, Marketing, Brand Equity, Positioning, Decision Making
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