The Influence of Perceived Value, Brand Image and Brand Trust on Purchasing Decisions for Social Security Programs at the Palembang Branch of the Employment BPJS

Abstract

The objective of this study was to investigate the factors influencing purchase decisions for social security programs at the Palembang branch of BPJS Employment, focusing on perceived value, brand image, and brand trust. Conducted in 2023, this research employed a purposive sampling method, selecting 200 customers who had purchased the social security program. The findings from multiple linear regression analysis indicate a positive and significant impact of perceived value, brand image, and brand trust on purchase decisions. Based on these results, it is recommended that BPJS Employment consider offering additional benefits or updating existing social security programs to better align with the needs of Indonesian workers. Moreover, maintaining a positive brand image is crucial for BPJS Employment to establish itself as a reputable institution, while ensuring transparency and reliability in service provision is essential to uphold consumer trust in the social security program.