American Journal of Economic and Management
Business
e-ISSN: 2835-5199
Vol.
4 No. 1 January 2025
The Influence of Service
Quality, Satisfaction, and Loyalty on Word of Mouth
Intention Among BPJS Ketenagakerjaan Participants at Banyuasin Pangkalan Balai
M Ricky
Ardiansyah1*, Diah Natalisa2, Aslamia Rosa3,
Ahmad Maulana4
1,2,3,4Universitas Sriwijaya, Palembang, Indonesia
Emails: [email protected],
[email protected],,
[email protected],
[email protected]
Abstract
The role of BPJS
Ketenagakerjaan in providing social security, particularly for informal sector
participants, is crucial in supporting individuals with high levels of
independent decision-making. This research aims to investigate the influence of
service quality, customer satisfaction, and loyalty on word-of-mouth (WOM)
intention among participants of BPJS Ketenagakerjaan at the Banyuasin Pangkalan
Balai Branch. A quantitative research method with a causal approach was
employed, involving a survey of active participants who had previously made
service claims. Data were collected using a Likert-scale questionnaire and
analyzed through multiple linear regression. The results reveal that service
quality, satisfaction, and loyalty significantly and positively affect WOM
intention, with loyalty emerging as the most influential factor. The model
explains 75.8% of the variation in WOM intention, while the remaining 24.2% is
attributed to other factors. These findings underscore the strategic importance
of enhancing service quality, customer satisfaction, and loyalty to boost WOM,
providing valuable insights for the management of BPJS Ketenagakerjaan to
improve participant engagement and organizational reputation.
Keywords: service quality, customer
satisfaction, loyalty, word of mouth, BPJS Ketenagakerjaan.
INTRODUCTION
The
implementation of social security programs is a fundamental responsibility of
the Republic of Indonesia, aimed at providing basic guarantees to protect its
population from social and economic risks
In accordance
with the mandate of the Law of the Republic of Indonesia Number 24 of 2011, PT
Jamsostek (Persero), which has been transformed into BPJS Ketenagakerjaan,
operates as a non-profit entity responsible for managing basic social security
programs for workers. These programs include Work Accident Insurance, Death
Insurance, Old Age Insurance, and additional Pension Insurance, which have been
in effect since July 1, 2015. The transformation of its legal status, based on
Presidential Regulation (Perpres) Number 109 of 2013 regarding Achieving
Participation in the Social Security Program, has expanded the scope of BPJS
Ketenagakerjaan services
For Wage
Recipients, the program covers participants who receive wages, salaries, or
other forms of compensation from employers, such as private employees, BUMN
employees, Non-State Civil Apparatus (Non-ASN), village or kelurahan government
apparatus, and others. Meanwhile, for Non-Wage Recipients (BPU), BPJS
Ketenagakerjaan membership is designed for individuals who work independently,
including artists, doctors, lawyers, freelancers, and informal sector workers
such as farmers, plantation workers, construction workers, domestic helpers,
public transportation drivers, online transportation partners, traders, and
fishermen, as stipulated in Perpres Number 109 of 2013.
Referring to
the national Employment Social Security Roadmap for 2024, BPJS Ketenagakerjaan
aims to manage funds amounting to Rp 781.77 trillion, with a target of 53.96
million active workers�representing a growth of 5.7 million workers from 2023.
The largest contribution to this net growth is expected to come from the
non-wage earner (BPU) sector, which accounts for 53.11% (BPJS Ketenagakerjaan
internal data, 2024). Participants in the BPU sector have the autonomy to
decide whether to register for social security protection based on their own
perceptions, as their participation is not mandated by government regulations
or enforcement mechanisms like those applied to the Wage Earner category.
Consequently, BPU participants represent the most objective and dynamic segment
in adopting employment social security protection, as they voluntarily register
for BPJS Ketenagakerjaan without external intervention or coercion.
The definition
of customer loyalty is a situation of consumers who remain loyal to buy and
utilize products in the form of goods or services in one company by spending
their entire budget. According to
Based on the
background above, he purpose of this research is to collect empirical evidence
through analysis of the effect of the relationship between service quality,
customer satisfaction, and loyalty on word of mouth Intention of BPJS
Ketenagakerjaan participants in Banyuasin Pangkalan Balai Branch. This research
is expected to be able to become a reference and insight for readers to
increase their scientific knowledge related to the influence of the quality of
service provided by BPJS Employment Banyuasin Pangkalan Balai Branch on
satisfaction and loyalty to word of mouth intention.
RESEARCH METHOD
This research employs a
robust causal research design to examine the cause-and-effect relationships
between variables, specifically Participant Satisfaction, Loyalty, and Service
Quality, and their influence on word-of-mouth intention
The population in this research
are all active participants who carry out claim services on the employment
social security program at the Banyuasin Pangkalan Balai branch of the BPJS
Ketenagakerjaan which oversees 2 (two) districts, namely Banyuasin and Musi
Banyuasin that the sample is a partial representation of the number and
characteristics possessed by the population. The sample in this research were
participants who made claims to the social security program at the Banyuasin
Pangkalan Balai branch of the BPJS Ketenagakerjaan in 2024. The data collection
technique is carried out by means of a survey, which is a method of collecting
data on a large population using a relatively smaller sample
RESULT AND DISCUSSION
Validity Test
Results
The following are the results of the
validity test.
Table 1. Validity
Test Results
|
Indicator |
r Count |
r Table |
Sig |
α |
Des |
|
|
Service Quality (X1) |
X1.1 |
0,828 |
0.1567 |
,000 |
0,05 |
Valid |
|
X 1.2 |
0,764 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.3 |
0,810 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.4 |
0,762 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.5 |
0,846 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.6 |
0,833 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.7 |
0,812 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.8 |
0,891 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.9 |
0,813 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.10 |
0,802 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 1.11 |
0,726 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Customer Satisfaction (X2) |
X 2.1 |
0,810 |
0.1567 |
,000 |
0,05 |
Valid |
|
X 2.2 |
0,880 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 2.3 |
0,871 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 2.4 |
0,841 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Customer Loyalty (X3) |
X 3.1 |
0,839 |
0.1567 |
,000 |
0,05 |
Valid |
|
X 3.2 |
0,915 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
X 3.3 |
0,883 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Word Of Mouth Intention (Y) |
Y1 |
0,834 |
,000 |
0,05 |
Valid |
|
|
Y 2 |
0,838 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Y 3 |
0,892 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Y 4 |
0,861 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Y 5 |
0,886 |
0.1567 |
,000 |
0,05 |
Valid |
|
|
Y 6 |
0,808 |
0.1567 |
,000 |
0,05 |
Valid |
Source: Processed from Questionnaire, 2024
The results of validity
testing for all research variables are known to be valid. Details of the
validity results for the Service Quality variable (X1) with question items
X1.1, X 1.2, X 1.3, X 1.4, X 1.5, X 1.6, X 1.7, X 1.8, X 1.9, X 1.10 and X 1.11
have a value greater than r table of 0.1567, meaning that each question item on
the Service Quality variable is valid and feasible as data to be used in the
next stage. The results of the validity test for the Customer Satisfaction
variable (X2) on each question item X 2.1, X 2.2, X 2.3, and X 2.4 produce a
calculated r value greater than r table of 0.1567, meaning that each question
item on the Customer Satisfaction variable is valid and worthy of being used as
data for use in the next stage.
The
results of validity testing for the Customer Loyalty variable (X3) on each
question item X 2.1, X 2.2, X 2.3, and X 2.4 produce a calculated r value
greater than the r table of 0.1567, meaning that each question item on the
Customer Loyalty variable is valid and feasible as data to be used in the next
stage. The results of the validity test for the Word of Mouth
Intention (Y) variable on each question item X 2.1, X 2.2, X 2.3, and X 2.4
produce a calculated r value greater than the r table of 0.1567, meaning that
each question item on the Word Of Mouth Intention variable is valid and worthy
of being used as data for use in the next stage.
Reliability Test Results
The following are the
results of the reliability test.
Table
2. Reliability Test Results
|
Variables |
N of
Items |
Cronbach's
Alpha |
Standard |
Des |
|
Service Quality (X1) |
11 |
,947 |
0,50 |
Reliable |
|
Customer Satisfaction (X2) |
4 |
,872 |
0,50 |
Reliable |
|
Customer Loyalty (X3) |
3 |
,854 |
0,50 |
Reliable |
|
Word Of Mouth Intention (Y) |
6 |
,926 |
0,50 |
Reliable |
Source: Processed from Questionnaire, 2024
Based on the results of reliability testing of all
variables used, the results are reliable with a Cronbach's alpha value> 0.5
with 24 question items, the reliability test results in Table 4.2 show the
results of the reliability test of the independent variables of service quality
(X1), customer satisfaction (X2) and customer loyalty (X3) show that the data
obtained is reliable because the Cronbach's alpha value is 0.947; 0.872; 0.854
while the results of the reliability test of the dependent variable word of
mouth intention (Y) show that the data obtained is reliable because the
Cronbach's alpha value is 0.926.
Multicollinearity Test Results
The following are the results
of the multicollinearity test.
Table 3. Multicollinearity Test Results
|
Test Of
Multicollinearity |
Tolerance |
VIF |
|
Cutt Off |
Description |
|
Service Quality |
0,204 |
4,903 |
< |
10 |
No Multicollinearity |
|
Customer Satisfaction |
0,197 |
5,073 |
< |
10 |
No Multicollinearity |
|
Customer Loyalty |
0,266 |
3,762 |
< |
10 |
No Multicollinearity |
Source:
SPSS25 data processing, 2024
Based
on the results of Table 4.8 shows that there is no multicollinearity between
the independent variables because the Multicollinearity test results obtained a
tolerance value for the Service Quality variable (X1) at a value of 0.204
greater than 0.10 and a VIF value of 4.903 smaller than 10.0, so there is no
Multicollinearity. Multicollinearity testing for the Customer Satisfaction
variable (X2) obtained a tolerance value at a value of 0.197 greater than 0.10
and a VIF value of 5.073 smaller than 10.0, so there is no Multicollinearity.
Multicollinearity testing for the Customer Loyalty variable (X3) obtained a
tolerance value at a value of 0.266 greater than 0.10 and a VIF value of 3.762
smaller than 10.0, so there is no Multicollinearity. thus, in this model, there
is no multicollinearity problem.
Multiple Linear Regression Analysis Results
The
following are the results of the multiple linear regression analysis.
Table 4. Multiple Linear Regression
Analysis Results
|
|
Coefficients |
|
|||
|
Model |
|
Unstandardized Coefficients |
Standardized Coefficients |
||
|
1 |
|
B |
Std. Error |
Beta |
|
|
|
Constant |
2,288 |
1,231 |
|
|
|
|
Service Quality |
,226 |
,051 |
,389 |
|
|
|
Customer Satisfaction |
,298 |
,138 |
,194 |
|
|
|
Customer Loyalty |
,601 |
,138 |
,336 |
|
Source:
Processed from Questionnaire, 2024
Based
on Table 4, the results of multiple linear regression analysis can be expressed
with the following equation:
Y = 2.288 + 0.226X1 + 0.298X2 + 0.601X3 + 𝐞
The
linear regression equation above can be explained as follows:�
1) The value of a or constant is 2.288,
meaning that if the independent or independent variable is zero or fixed, the
dependent variable (bound) will increase by 2.288.
2) The results of multiple linear regression
obtained beta results or regression coefficients for the Service Quality
variable (X1) of 0.226, meaning that when the Service Quality variable (X1)
increases by 1%, it will increase the value of the word of mouth intention
variable (Y) by 22.6%.
3) The results of multiple linear regression
obtained beta results or regression coefficients for the Satisfaction variable
(X2) of 0.298, meaning that when the Satisfaction variable (X2) increases by
1%, it will increase the value of the word-of-mouth intention variable (Y) by
29.8%.
4) The results of multiple linear regression
obtained beta results or regression coefficients for the Loyalty variable (X3)
of 0.601, meaning that when the Loyalty variable (X3) increases by 1%, it will
increase the value of the word-of-mouth intention variable (Y) by 60.1%.
Test Results of Correlation Coefficient (r) and
Coefficient of Determination (R^2)
Table 5. Correlation Coefficient Test
Results (r)
|
|
x1 |
x2 |
x3 |
y |
|
|
x1 |
Pearson Correlation |
1 |
,874** |
,826** |
,836** |
|
Sig. (2-tailed) |
|
,000 |
,000 |
,000 |
|
|
N |
157 |
157 |
157 |
157 |
|
|
x2 |
Pearson Correlation |
,874** |
1 |
,833** |
,814** |
|
Sig. (2-tailed) |
,000 |
|
,000 |
,000 |
|
|
N |
157 |
157 |
157 |
157 |
|
|
x3 |
Pearson Correlation |
,826** |
,833** |
1 |
,819** |
|
Sig. (2-tailed) |
,000 |
,000 |
|
,000 |
|
|
N |
157 |
157 |
157 |
157 |
|
|
Y |
Pearson Correlation |
,836** |
,814** |
,819** |
1 |
|
Sig. (2-tailed) |
,000 |
,000 |
,000 |
|
|
|
N |
157 |
157 |
157 |
157 |
|
|
**. Correlation is significant at the
0.01 level (2-tailed). |
|||||
Source:
Processed from Questionnaire, 2024
The
results of testing the correlation coefficient obtained a Pearson Correlation
value for the Service Quality variable (X1) of 0.836, meaning that the
relationship between the Service Quality variable (X1) and the word-of-mouth
intention variable (Y) is 83.6%, which means the relationship is very strong.
The results of testing the correlation coefficient obtained a Pearson
Correlation value for the Satisfaction variable (X2) of 0.814, meaning that the
relationship between the Satisfaction variable (X2) and the word-of-mouth
intention variable (Y) is 81.4%, which means the relationship is very strong.
The results of testing the correlation coefficient obtained a Pearson
Correlation value for the Loyalty variable (X3) of 0.819, meaning that the
relationship between the Loyalty variable (X3) and the word-of-mouth intention
variable (Y) is 81.9%, which means the relationship is very strong.
Table
6. Test Results of the Coefficient of Determination (r2)
|
Model |
R |
R Square |
Adjusted
R Square |
Std.
Error of the Estimate |
|
1 |
.871 |
.758 |
.753 |
1,37481 |
Source:
Processed from Questionnaire, 2024
Based
on Table 6, the results of the correlation coefficient test (r) The results of
testing the coefficient of determination or R2 obtained an R Square value of
0.758. The R Square value of 0.758 explains that the Service Quality (X1),
Satisfaction (X2), and Loyalty (X3) variables are able to explain or influence
the word of mouth intention (Y) variable by 0.758 or 75.8% together, and the
remaining value of 100%-75.8%, namely 14.2%, can be explained by other
variables besides the Service Quality (X1), Satisfaction (X2), and Loyalty (X3)
variables to explain the word of mouth intention (Y) variable.
Table 7. F Test Results
|
ANNOVAb |
|
||||||
|
Model |
|
Sum of
Squares |
df |
Mean
Square |
F |
Sig. |
|
|
1 |
Regression� |
906,459 |
3 |
302,153 |
159,861 |
,000b |
|
|
|
Residuals |
289,184 |
153 |
1,890 |
|
|
|
|
|
Total |
1195,643 |
156 |
|
|
|
|
Source:
Processed from Questionnaire, 2024
The test results can be seen in table 7
above, where the calculated f value of 159.861 is greater than the f table of
2.663327503 and the sig value. 0.000 is smaller than α 0.05 with a
positive direction value, meaning that the independent variables, namely
Service Quality (X1), Satisfaction (X2), and Loyalty (X3) have a joint effect
on the dependent variable, namely word of mouth intention (Y) significantly
with a positive direction. This result can be explained that the value of
Service Quality (X1), Satisfaction (X2), and Loyalty (X3) increases together, it
will increase the value of Word of Mouth Intention of BPJS employment
participants otherwise if the value of Service Quality (X1), Satisfaction (X2),
and Loyalty (X3) decreases together, it will reduce the value of Word of Mouth
Intention of BPJS employment participants.
Table
8. Results of the t-test
|
Coefficients |
||||||
|
Model |
|
Unstandardized Coefficients |
Standardized Coefficients |
T |
Sig. |
|
|
1 |
|
B |
Std. Error |
Beta |
|
|
|
|
(Constant) |
2,288 |
1,231 |
|
1,858 |
,065 |
|
|
X1 |
,226 |
,051 |
,389 |
4,416 |
,000 |
|
|
X2 |
,298 |
,138 |
,194 |
2,167 |
,032 |
|
|
X3 |
,601 |
,138 |
,336 |
4,358 |
,000 |
Source:
Processed from Questionnaire, 2024
Based
on the results of the analysis calculations in Table 8, it can be described as
follows:
1) The Service Quality variable (X1) of 4.416
is greater than the t table of 1.975387131 and the sig value. 0.000 is smaller
than α 0.05 with a B value of 0.226 positive direction, meaning that the
H1 hypothesis, which states that service quality has a positive influence on the
Mouth Intention of BPJS employment participants, is accepted, meaning that the
Service Quality variable (X1) is able to influence the word of mouth intention
variable (Y) significantly and in a positive direction. These results can be
explained that the higher the value of Service Quality (X1) provided by the
employment BPJS, the higher the value of Word of Mouth Intention of employment
BPJS participants; otherwise if the value of Service Quality (X1) provided by
the employment BPJS decreases, it will also reduce the value of Word of Mouth
Intention of employment BPJS participants.
2) The Satisfaction variable (X2) of 2.167 is
greater than the t table of 1.975387131 and the sig value. ,032 is smaller than
α 0.05 with a B value of 0.298 positive direction, meaning that the H2
hypothesis, which states that service satisfaction has a positive influence on word-of-mouth
Intention of BPJS Ketenagakerjaan participants, is accepted, meaning that the
Satisfaction variable (X2) is able to influence the word of mouth intention
variable (Y) significantly and in a positive direction. These results can be
explained that the higher the value of Satisfaction (X2) provided by the
employment BPJS, the higher the value of Word of Mouth Intention of employment
BPJS participants, on the other hand, if the value of Satisfaction (X2)
provided by the employment BPJS decreases, it will also reduce the value of
Word of Mouth Intention of employment BPJS participants.
3) The Loyalty variable (X3) of 4.416 is
greater than the t table of 1.975387131 and the sig value. 0.000 is smaller
than α 0.05 with a B value of 0.226 positive direction, meaning that the
H2 hypothesis, which states that participant loyalty has a positive influence
on Word of word-of-mouth intention of BPJS employment participants is accepted,
meaning that the Loyalty variable (X3) is able to influence the word of mouth
intention variable (Y) significantly and in a positive direction. These results
can be explained that the higher the value of Loyalty (X3) given by employment
BPJS participants, the higher the value of Word of Mouth Intention of
employment BPJS participants otherwise
The Effect of Service Quality on Word of Mouth
Intention at BPJS Employment Banyuasin Branch Pangkalan Balai
The results of this research provide
empirical evidence in support of the Theory of Planned Behavior (TPB). This
theory explains that the perception of behavioral control has a motivational
impact on a person's interests
The Effect of Customer Satisfaction on Word of Mouth
Intention at BPJS Employment Banyuasin Pangkalan Balai
This research found that the satisfaction
of BPJS Ketenagakerjaan participants was able to influence Word of Mouth
Intention significantly and positively, these results prove the Theory of
Planned Behavior (TPB) put forward by Martin Fishbein and Ajzen
The Effect of Loyalty on Word of Mouth Intention at
BPJS Employment Pangkalan Balai Branch
The results of this research indicate that
Loyalty is able to influence word-of-mouth intention significantly and
positively
CONCLUSION
The conclusion
in the study shows that service quality (X1), satisfaction (X2), and
participant loyalty (X3) have a significant positive effect on Word of Mouth
(WOM) intention on BPJS Ketenagakerjaan participants at the Banyuasin Pangkalan
Balai branch. Good service quality, high satisfaction, and strong loyalty are
proven to be key factors that encourage participants to recommend BPJS
Ketenagakerjaan to others. Of the three variables, participant loyalty has the
most dominant influence on WOM intentions, indicating the importance of
strengthening long-term relationships with participants to increase positive
word of mouth.
Furthermore,
to increase WOM intentions, BPJS Ketenagakerjaan is advised to implement a
strategy to improve service quality by simplifying the claims process and
providing customer support that focuses more on the needs of participants. In
addition, building participant loyalty can be done through personalized
engagement programs, rewarding loyal participants, and implementing an active
feedback mechanism for service improvement. Overall, these measures will not
only strengthen positive WOM intentions but also strengthen BPJS
Ketenagakerjaan's reputation and support the organization's sustainability in
providing quality social security services.
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Copyright holders:
M Ricky
Ardiansyah, Diah Natalisa, Aslamia Rosa, Ahmad Maulana (2025)
First publication
right:
AJEMB - American
Journal of Economic and Management Business