Building Social Security Institution Brand Equity through Program Literacy Enhancement and Service Quality Improvement

Purpose: This study examines the role of program literacy and service quality in strengthening the brand equity of BPJS Ketenagakerjaan, Indonesia’s employment social security institution.Research Methodology: This study employed a quantitative survey approach using data collected from 1,299 respondents across 11 regional offices of BPJS Ketenagakerjaan in Indonesia. The respondents represented various participant categories. The data were analyzed using descriptive analysis.Results: The findings revealed that BPJS Ketenagakerjaan achieved a strong overall brand equity score of 87.01, with Brand Awareness emerging as the strongest dimension (93.68). However, Brand Association recorded the lowest score (81.51), indicating that institutional recognition has not yet been fully transformed into strong emotional and cognitive connections.Conclusions: Program literacy and service quality are critical determinants of social security-brand equity. While BPJS Ketenagakerjaan has successfully established high awareness among participants and the general public, sustainable brand equity requires a deeper understanding of participants, stronger brand associations, and consistently positive service experiences.Limitation: This study is limited by its reliance on descriptive survey data and participant perceptions, which do not allow the examination of causal relationships among program literacy, service quality, and brand equityContributions: This study extends customer-based brand equity theory into the public social security context by demonstrating the strategic roles of program literacy and service quality in shaping institutional-brand equity.