THE EFFECT OF BPJS KETENAGAKERJAAN BRAND IMAGE ON CUSTOMER LOYALTY TO THE JAMSOSTEK MOBILE (JMO) APPLICATION AMONG WORKERS IN TERNATE CITY

Abstract

This article examines the effect of BPJS Ketenagakerjaan brand image on customer loyalty to the 
Jamsostek Mobile (JMO) application among workers in Ternate City. The study is motivated by the 
strategic importance of digital public-service applications and the need to strengthen long-term user 
retention in official digital channels. Although JMO provides various employment social-security 
services, sustainable digital transformation depends not only on application availability but also on 
whether workers continue to rely on and recommend the service. This study adopts a quantitative 
approach and focuses on two main variables: BPJS Ketenagakerjaan brand image as the independent 
variable and customer loyalty to JMO as the dependent variable. The article is developed from brand 
image theory, customer loyalty literature, and technology acceptance perspectives relevant to digital 
public services. The proposed hypothesis is that BPJS Ketenagakerjaan brand image has a positive and 
significant effect on customer loyalty to JMO. The study is expected to contribute theoretically by 
clarifying the direct relationship between institutional brand image and loyalty in digital public 
services, and practically by providing insights for BPJS Ketenagakerjaan in strengthening JMO usage 
and retention among workers in Ternate City.