Analisa strategi retensi peserta jkn Berdasarkan baldrige excellence Framework kategori 3.2 .

Della Oktavia Tampubolon, Singgih Wijayana, S.E., M.Si., Ph.D.,

2024 | Tesis | S2 MANAJEMEN (MM) JAKARTA

BPJS Kesehatan menghadapi tantangan dalam mempertahankan keaktifanpeserta JKN, terutama setelah mencapai hampir 98?kupan populasi Indonesia.Penurunan persentase peserta aktif menjadi isu kritis yang dapat mengganggukeberlanjutan program JKN. Penelitian ini bertujuan untuk mengevaluasiimplementasi strategi retensi peserta berdasarkan Baldrige Excellence Framework(BEF) kategori 3.2, khususnya aspek kerekatan pelanggan. Metode penelitian yangdigunakan adalah pendekatan kualitatif dengan wawancara mendalam dan analisisdata menggunakan kerangka ADLI (Approach, Deployment, Learning,Integration). Data dikumpulkan dari wawancara dengan pemangku kepentinganBPJS Kesehatan dan dokumen terkait. Hasil penelitian menunjukkan bahwa BPJS Kesehatan telah melakukanberbagai upaya untuk meningkatkan retensi peserta, termasuk pengelolaanhubungan pelanggan dan peningkatan aksesibilitas layanan. Namun, strategi yang diterapkan belum sepenuhnya selaras dengan kebutuhan spesifik peserta, terutamantara segmen PBI dan Non-PBI. Selain itu, pembelajaran organisasi melalui umpan balik peserta belum diolah secara optimal untuk menghasilkan inovasi layanan. Analisis keluhan juga belum dimanfaatkan secara efektif untuk mencegah masalah serupa di masa mendatang. Penelitian ini merekomendasikan personalisasi layanan berdasarkansegmentasi peserta, penguatan mekanisme pengumpulan dan analisis umpan balik,serta integrasi strategi retensi dengan tujuan strategis BPJS Kesehatan. Denganmenerapkanrekomendasi ini, diharapkan BPJS Kesehatan dapat meningkatkankeaktifan peserta JKN, menciptakan layanan yang lebih inklusif, dan memperkuatkeberlanjutan program JKN.

BPJS Kesehatan faces significant challenges in maintaining the activeparticipation of JKN (National Health Insurance) members, particularly afterachieving nearly 98% coverage of Indonesia's population. The decline in thepercentage of active members has become a critical issue that could undermine thesustainability of the JKN program. This study aims to evaluate the implementationof retention strategies based on the Baldrige Excellence Framework (BEF)category 3.2, with a specific focus on customer engagement. The research adopts a qualitative approach, utilizing in-depth interviewsand data analysis through the ADLI (Approach, Deployment, Learning,Integration) framework. We collected data from interviews with BPJS Kesehatanstakeholders and relevant documents. The findings indicate that BPJS Kesehatan has undertaken various effortsto improve member retention, including customer relationship management andenhancing service accessibility. However, the implemented strategies do not fullyalign with the specific needs of different member segments, particularly betweenPBI (subsidized) and non-PBI (non-subsidized) groups. Additionally, theorganization has not optimally leveraged organizational learning through memberfeedback to generate service innovations. Organization have also not effectivelyutilized complaint analysis to prevent recurring issues. This study recommends personalizing services based on membersegmentation, strengthening mechanisms for collecting and analyzing feedback,and integrating retention strategies with BPJS Kesehatan’s strategic objectives.BPJS Kesehatan expects to implement these recommendations to enhance the activeparticipation of JKN members, create more inclusive services, and reinforce thesustainability of the JKN program.

Kata Kunci : Baldrige Excellence Framework, participant retention, customer loyalty, retention strategy, BPJS Kesehatan