Keberhasilan Rebranding PT.ASKES menjadi Badan Penyelenggara Jaminan Sosial Kesehatan(BPJS Kesehatan)

Meicha Ragil Ierena , Ambar Widaningrum

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT Rebranding is the efforts made by the company to inform the name or the identity of a product to consumers. As is done by Health Insurances Company (PT. ASKES) by changing the organizational structure, service system and also itsidentity to Social Security Administering Agency Health (BPJS Health). Rebranding in it carried nationally, including in Social Security Administering Agency Health (BPJS Health) Central Branch Office of Purwokerto. In this study was conducted interviews with the head of marketing in Social Security Administering Agency Health (BPJS Health) Central Branch of Purwokerto and to the participants in Social Security Administering Agency Health (BPJS Health) and communities for the insurance. Strategy of rebranding really affect the success of the rebranding, rebranding conducted in Social Security Administering Agency Health (BPJS Health)that is by means of giving socialization to various circles of people, advertisements, brochures, and others. The results showed that the success of the rebranding in Social Security Administering Agency Health (BPJS Health) was seen from the level of understanding of society both participants and the public for the insurance against in Social Security Administering Agency Health (BPJS Health). In terms of understanding of the participant to in Social Security Administering Agency Health (BPJS Health)was good, it can be seen from the understanding of the participants on participation in, how to access services, the obligation to participants, and others. People for the insurance also have a good understanding of in Social Security Administering Agency Health (BPJS Health), it can be seen from almost the entire society and receive information from in it. In addition, the success of rebranding also be seen from the development of the participants inSocial Security Administering Agency Health (BPJS Health) continues to increase. The rebranding's process in Social Security Administering Agency Health (BPJS Health) is not free from any obstacles and that is the lack of public awareness about the importance of health guaranteeleads to a lot of the participants delay their membership monthly fee so it puts Social Security Administering Agency Health (BPJS Health) into adeficit each year. Lack of public awareness also causes a lot of people who do not become a memberespecially those who do not have health problems. The key word : Rebranding Strategy, The Society Understanding, The Participants Delevopment

Kata Kunci : Jaminan Kesehatan