Interpersonal Communication Strategies of BPJS Employment Staff in Building Participant Trust and Loyalty in the Digital Era

Abstract

This study explores the interpersonal communication strategies of BPJS Ketenagakerjaan employees in building participant trust and loyalty amid the digitalization of public services. Using a qualitative literature review method, the research identifies five key strategies: openness, empathy, emotional support, positive attitude, and two-way communication. The results show that these strategies enhance participants’ understanding of programs, reduce complaints, and strengthen emotional bonds with the institution. The use of the Jamsostek Mobile (JMO) application improves service accessibility and efficiency but faces challenges such as low digital literacy and limited infrastructure, especially among informal workers. Literature findings confirm that interpersonal support remains essential to assist users in navigating digital platforms and ensuring inclusivity. BPJS Ketenagakerjaan’s communication efforts, including personalized guidance and responsive interactions, directly contribute to improved service experience and participant retention. The study concludes that combining humanistic communication with digital innovation is critical to fostering trust and achieving long-term participant loyalty in public service.