Building BPJS Image, Public Trust and Intention to Use JKN Mobile Services During the Covid Pandemic


  • Elly Widiani Faculty of Economics and Business, Mahasaraswati Denpasar University
  • I Gusti Agung Eka Teja Kusuma Faculty of Economics and Business, Mahasaraswati Denpasar University
  • I Wayan Widnyana Faculty of Economics and Business, Mahasaraswati Denpasar University



BPJS Health, Mobile JKN, Image, Trust, Intention


Abstract. Purpose: to analyze the ability of the National Health Insurance mobile service quality to build BPJS brand image and public trust to increase intention to use online services during the Covid period.  The background of this research is based on the phenomenon in the form of complaints on the quality of online services and research gaps on the effect of service quality on the intention to use online services. Brand image and trust are offered as a mediation for gaps in previous research results. Design/methodology/approach: The type of research is quantitative, using a pre-existing measurement scale related to mobile service quality, brand image, trust and intention. Involving a sample of 140 BPJS users during the Covid pandemic.   It is difficult to identify the population size, the sample size is determined by the formulation of a constant value of 5 multiplied by 28 indicators. The technique of selecting respondents was carried out by means of non-probability random sampling. PLS SEM model as an analysis tool.  Findings: The results of this study indicate that the direct relationship of mobile service quality on brand image, trust and intention shows significant positive results. Furthermore, the influence of brand image on trust shows significant results. The influence of brand image and trust on intention is also found to be significantly positive.   Practical/implications: although management policies encourage customers to use mobile services more, the public still considers the trustworthy image of BPJS to develop their intention to use mobile application services. The government must remain consistent in ensuring that the quality of mobile service is not compromised because the implications for BPJS image and public trust are at stake. Through the person in charge at BPJS, the government must continue to consistently evaluate and improve the system and educate the public regarding this BPJS health mobile service system.  Originality/value: This research offers new insights, filling gaps in studies on national health insurance mobile services during the Covid-19 Pandemic


Keywords:  BPJS Health, Mobile JKN, Image, Trust, Intention 


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Author Biographies

Elly Widiani, Faculty of Economics and Business, Mahasaraswati Denpasar University

is a Master  Manajemen at Mahasaraswati University Denpasar, Indonesia. As professional in Health Insurance for more than 18 years, understand services in National Health Insurance Program in Indonesia. For now, works at BPJS Kesehatan (Social Security Administering Body for the Health Sector) as a Branch Manager in Klungkung, Bali, Indonesia.

I Gusti Agung Eka Teja Kusuma, Faculty of Economics and Business, Mahasaraswati Denpasar University

is an assistant professor of Management at Mahasaraswati University Denpasar, Indonesia. Has more than 7 years of work experience as Head of the Master of Management Study Program at the Postgraduate Program, Faculty of Economics and Business, Mahasaraswati University Denpasar, his main fields, marketing, service management, consumer behavior, Strategic Management, entrepreneurship, Various researches have been carried out, especially in the field of marketing, Hospitality, and entrepreneurship.

I Wayan Widnyana, Faculty of Economics and Business, Mahasaraswati Denpasar University

is an assistant professor of Management at Universitas Mahasaraswati Denpasar, Indonesia. His research includes Finance management and entrepreneurship.


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How to Cite

Widiani, E., Kusuma, I. G. A. E. T., & Widnyana, I. W. (2023). Building BPJS Image, Public Trust and Intention to Use JKN Mobile Services During the Covid Pandemic. The Asian Journal of Technology Management (AJTM), 15(3), 187–209.