Enhancing Jkn Participant Retention Through an Innovative Marketing Communication Model

This study aims to analyze the influence of Customer Online Experience Pandawa on brand awareness, brand image, and brand resonance, as well as their subsequent impact on participant retention in the JKN program. In addition, the study examines the moderating role of trust in strengthening the relationship between brand equity and participant retention. Using a quantitative approach with the PLS-SEM method, the research involved 288 respondents who are JKN participants utilizing the Pandawa digital service. The model was evaluated through reliability and validity testing, structural path analysis, and moderation analysis. The results indicate that Customer Online Experience Pandawa significantly affects brand awareness, brand image, and brand resonance. Furthermore, brand image and brand resonance have a significant impact on participant retention, with brand resonance emerging as the strongest predictor, while brand awareness shows no significant influence. Trust strengthens the effect of brand image and brand resonance on retention but does not moderate the relationship between brand awareness and retention. These findings highlight the importance of enhancing digital service quality, fostering emotional engagement, and building trust to improve participant retention within the JKN program. This study contributes by demonstrating how digital service experience and brand equity collectively shape participant retention in the context of public health insurance. JEL codes: I18, M31, D83