Enhancing Jkn Participant Retention Through an Innovative Marketing Communication Model

Enhancing Jkn Participant Retention Through an Innovative Marketing Communication Model | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Enhancing Jkn Participant Retention Through an Innovative Marketing Communication Model Dina Lusianti, Noor Rahmawati, Mira Marka, Syarifatun Karuniaekawati This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8485458/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract 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 Brand Equity Customer Online Experience Marketing Communication Retention Figures Figure 1 INTRODUCTION The National Health Insurance (JKN) Program serves as a comprehensive and inclusive health protection system for the entire population. JKN has experienced significant growth in its participant base; however, this increase does not always correlate with sustained membership or participant retention, particularly among the non-wage recipient segment (PBPU), which is known for its fluctuating contribution compliance and enrollment status (Perdana et al., 2022 ). The high number of inactive participants or those with outstanding premium payments indicates that retention remains a pressing issue (Lusianti et al., 2024). To respond to this dynamic, BPJS Kesehatan has introduced various service innovations, one of which is PANDAWA (Administrative Services via WhatsApp). PANDAWA is a digital platform leveraging instant messaging applications to facilitate participants’ administrative needs online. This innovation is expected to enhance service accessibility, operational efficiency, and overall user experience in interacting with BPJS Kesehatan (Karuniaekawati et al., 2024). Within an increasingly competitive and digital public-service ecosystem, brand strength has become a critical determinant of public perception and trust. Brand strength plays an essential role in shaping public attitudes and trust, as it fundamentally influences consumer behavior and overall brand equity. Brand equity refers to the value derived from consumers’ perceptions of a brand, which can significantly affect their purchasing intentions and level of trust (Cui, 2024 ; Khan et al., 2022 ). Public service institutions that are not only efficient but also successful in building a strong brand image tend to exhibit higher levels of user loyalty. In this context, strengthening the BPJS Kesehatan brand through service platforms such as PANDAWA may play a strategic role in improving participant retention. However, despite its potential, PANDAWA has not been utilized optimally by JKN participants. As of May 2025, a total of 240,195 JKN participants had used PANDAWA services. Compared with the overall enrollment of 280,073,651 participants, the proportion of users remains relatively small, only 0.67 percent. This indicates that for every 10,000 JKN participants, only about 67 individuals have used PANDAWA for BPJS Kesehatan administrative services. Such a percentage reflects that although PANDAWA is available as a convenient alternative service channel, its utilization has yet to be maximized by participants. PANDAWA was introduced as an innovation aimed at improving administrative efficiency in health service delivery via WhatsApp, appealing primarily to tech-savvy demographics seeking convenience in accessing health services. Participants have expressed both positive and negative sentiments regarding PANDAWA. Sentiment analysis studies reveal that many users appreciate the ease of accessing information and administrative services through this platform. However, some negative feedback points to issues such as delayed responses and challenges in navigating the system effectively (Yuliantini & Sukarno, 2023 ). User experience with PANDAWA also highlights a significant gap in engagement. Research findings show that many participants are either unaware of or insufficiently skilled in utilizing this digital tool (Azhari et al., 2024 ). Study Narmansyah et al. ( 2022 ) notes that in certain regions, a large proportion of JKN participants do not actively engage with mobile applications and social media platforms designed to streamline participant–service interactions. While the integration of PANDAWA into the JKN ecosystem is viewed as a strategic enhancement aimed at addressing access barriers and improving participant satisfaction, it requires ongoing efforts to ensure that users are adequately informed and capable of leveraging this innovation effectively (Zamzami & Anggarani, 2024 ). Several studies focusing on improving access to information and administrative services indicate that many participants, particularly those from lower socioeconomic backgrounds, often encounter difficulties in engaging with JKN services (Oktasari et al., 2023 ; Roza & Sarı, 2024 ). Educational initiatives to increase awareness of PANDAWA and broader JKN functions are crucial to cultivating a more engaged participant base. This situation demonstrates that participant acceptance of PANDAWA continues to face both challenges and opportunities. Study Jitprapai et al. ( 2021 ) identifies several factors that contribute to brand awareness through the use of digital services, including message appeal and credibility. Effective communication via social media and other digital platforms fosters positive customer attitudes toward the brand, leading to increased loyalty and brand awareness (Khoa, 2020 ). Active engagement makes consumers feel more connected, thus strengthening brand recall, contrary to studies by Kuniawati & Ariyanti ( 2024 ) that find no significant effect of social media use on brand awareness. Digital service experiences shape customers’ evaluations of a brand, reinforcing the notion that consistent and positive interactions strengthen brand image (Jaakkola & Alexander, 2024 ). A credible brand image can stimulate greater customer retention (Pai, 2024 ). Strategic online brand management affirms that effective digital service presence can attract and retain customers (Cui, 2024 ). Complementing this, the study by Chai ( 2024 ) shows that engagement in digital service usage can enhance customer retention and contribute positively to overall brand image, while Alfira et al. ( 2021 ) report no significant influence of social media use on brand image. Active participant interaction with services on social media platforms emphasizes the affective, cognitive, and behavioral dimensions of engagement in fostering brand resonance (Suwandi & Balqiah, 2023 ). Study Oktavenia et al. ( 2024 ) finds that customer engagement in digital services significantly enhances brand awareness and involvement, creating a strengthened cycle of consumer interactions that leads to brand resonance. Conversely, Oktavenia et al. ( 2024 ) report that social media use has no significant effect on brand resonance. Research examining the influence of digital public-service innovations on participant retention, particularly with brand reinforcement as a mediating variable, remains limited. Few studies explicitly evaluate the extent to which PANDAWA usage impacts participant behavior and loyalty, especially within the context of membership retention. Therefore, this study is both relevant and necessary to develop a more comprehensive JKN participant retention model based on marketing communication within the digital economy framework. By analyzing the effect of PANDAWA utilization on JKN participant retention, along with the mediating role of brand strengthening and the moderating role of trust, this study aims to contribute to the design of future BPJS Kesehatan service strategies. The urgency of this research, “Development of a Marketing Communication Model to Enhance JKN Participant Retention,” emerges from the gap between registered coverage and active participation. At the macro level, JKN has reached approximately 98.45% of the population (278.1 million people as of 31 December 2024). Nevertheless, a portion remains inactive in paying contributions, threatening risk-pool quality and financing sustainability. This is not merely an acquisition issue but a retention problem that requires more precise and measurable communication interventions. The financial burden of arrears illustrates the scale of the challenge: as of December 2024, there were approximately 28.85 million delinquent participants with outstanding contributions amounting to around Rp21.48 trillion. The churn epicenter lies within the PBPU/independent segment of 69.6 million PBPU members; only about 75.5% remain active, highlighting the need for tailored communication strategies in message design, channel selection, and timing that align with the characteristics of informal workers (fluctuating income, perceived value, digital-channel preferences). LITERATURE REVIEW Pandawa's Customer Experience, Brand Awareness, and Retention The Pandawa's Customer experience is fundamental to building brand awareness. A coherent online customer experience, facilitated through seamless interactions across multiple touchpoints, significantly improves customer satisfaction and fosters brand retention. Companies that invest in enjoyable and memorable online shopping experiences tend to experience increased repeat sales, demonstrating a direct correlation between positive online experiences and brand awareness (Izogo et al., 2022 ). Gamification in online retail positively impacts customer engagement and experience, suggesting that creative strategies can strengthen brand recognition (Pour et al., 2021 ). Customer brand awareness plays a mediating role in the relationship between OCE and retention. As customers become more engaged with a brand through positive experiences, companies can increase customer retention. Octavia & Lesmana ( 2022 ) noted that customers engaged in positive experiences are more likely to demonstrate repeat purchase intentions, a crucial aspect of brand awareness. This suggests that retention will materialize and become a necessity. This dynamic aligns with Fan et al. ( 2022 ), who stated that customer interaction in online communities enhances retention through shared experiences and information exchange. Such interactions play a crucial role in strengthening brand identity and driving customer retention. The online customer experience, brand awareness, and customer retention are crucial for understanding brand dynamics in the digital marketplace. Increasing brand awareness strengthens customer engagement by making the brand more recognizable, which is fundamental to fostering sustainable customer relationships and retention. Brand awareness serves as a crucial entry point for consumers into the brand experience. It facilitates recognition and recall, making it easier for customers to trust and choose a brand over its competitors. Deshmukh ( 2025 ) emphasizes the importance of brand equity dimensions, such as brand awareness, in driving customer retention. When customers are aware of a brand, they are more likely to engage with its offerings, leading to a stronger attachment to that brand. This is reinforced by Hubeis et al. ( 2025 ), who link perceived brand elements to customer loyalty, demonstrating that emotional engagement significantly enhances loyalty outcomes. In addition to personal interactions, the role of social media is significant. Oladipo et al. ( 2020 ) highlighted how social media facilitates increased customer engagement and brand awareness, which directly impacts customer retention and loyalty. By leveraging social media for engagement, brands can not only increase their visibility but also build a community around their offerings, a crucial aspect of modern customer retention strategies. Ultimately, driving OCE through effective brand awareness initiatives fosters ongoing customer interactions, creating a virtuous cycle where increased satisfaction leads to loyalty, which in turn increases retention. These collective findings illustrate that a strong relationship between brand awareness, OCE, and customer retention is fundamental for businesses seeking to secure a sustainable competitive advantage in today's marketplace. Referring to this, this research has the following hypothesis: H1 = Pandawa's Customer Experience has a positive effect on Brand Awareness. H2 = Brand Awareness has a positive effect on Participant Retention H3 = Pandawa's Customer Experience has a positive effect on Participant Retention Pandawa's Customer Experience, Brand Image, and Retention Participants' experiences using Pandawa's features play a crucial role in shaping brand image, significantly impacting participant retention. As businesses increasingly shift to digital platforms, understanding how participant interactions during online applications can impact brand image is crucial for designing effective marketing strategies. A positive online brand experience directly correlates with improved brand image and participant retention. Dimensions of the online brand experience, such as e-service quality, significantly impact brand image, with participants prioritizing speed, accessibility, and accuracy in online experiences (Ata et al., 2025 ). This is supported by Purwandari & Rufaidah ( 2025 ), who identified participant experience as a crucial factor influencing brand image through perceptions of product features embedded during online interactions. The implication is that online participant experiences can create favorable brand perceptions, thus driving stronger brand retention. Dimensions such as informative and entertaining serve as elements that add value to the participant journey, thereby strengthening brand image (Urdea & Constantin, 2021 ). This is supported by Shaikh's findings, which note that participant expectations, shaped by brand image, determine overall retention (Shaikh, 2024 ). A well-managed participant journey in an online context can foster a stronger brand image. The effectiveness of participant-centric strategies, emphasized by (2025), demonstrates the importance of engagement and experience design in building brand image. By aligning gamification and engagement tactics with positive customer experiences, brands can build a more substantial equity position in the marketplace. A synthesis of findings from multiple studies suggests that a well-designed online customer experience is crucial in influencing brand image. By focusing on e-service quality, engagement tactics, and actively managing customer expectations through social media, brands can foster stronger perceptions that drive loyalty and equity in an increasingly competitive digital landscape. Studies show that brand image significantly increases customer retention rates. A strong brand image is directly correlated with increased customer retention (Saputro & Astuti, 2025 ). These results highlight that brand perception directly influences participants' decision to remain engaged, as they are more likely to remain loyal to brands that resonate positively with them. Company activities, particularly in social and governance aspects, indirectly increase retention through improved brand image. This underscores the pathway from brand management to participant retention (Lee & Rhee, 2023 ). A positive brand image instills trust and alignment with personal and organizational values, resulting in higher retention rates (Mustika, 2024 ). Brand image plays a mediating role in strengthening retention rates (Permata et al., 2022). Enhancing brand image among stakeholders fosters long-term relationships (Fiano et al., 2020 ). Cultivating positive experiences will contribute to a positive brand image, thereby increasing retention rates. Referring to this, this research has the following hypothesis: H4 = Pandawa's Customer Experience has a positive effect on Brand Image H5 = Brand Image has a positive effect on Participant Retention Pandawa's Customer Experience, Brand Resonance, and Retention Online customer experience plays a crucial role in fostering resonance, just as brand resonance involves the extent to which consumers feel connected to a brand. One crucial aspect of online customer experience is customer engagement, which inherently fosters a stronger relationship with a brand. Higher levels of engagement lead to emotional and cognitive bonds that contribute to brand resonance (Pour et al., 2021 ). This aligns with the findings of Octavia and Lesmana, who revealed that increased participant engagement through digital services can foster stronger brand resonance, which in turn impacts retention (Octavia & Lesmana, 2022 ). Experience development can foster an emotional connection with the brand (Fan et al., 2022 ). The role of emotional engagement in strengthening brand resonance (Zhang & Li, 2022 ). Insights from these studies suggest that online experiences contribute to greater brand resonance. Experiences significantly shape brand resonance, which is crucial for fostering retention (Akoğlu & Özbek, 2021 ). Brand resonance formed through digital experiences leads to retention (Cornelia & Pasharibu, 2020 ). The concept of brand resonance, formed from participant experiences, plays a crucial role in retention strategies. This relationship suggests that businesses should prioritize effective engagement strategies to enhance brand image, which in turn increases customer retention rates. Participant experiences are crucial in cultivating a positive brand image. Various studies have shown that satisfying experiences are significantly correlated with higher retention rates (Octavia & Lesmana, 2022 ; Sadek & Mehelmi, 2020). In the digital context, superior experiences have been shown to increase loyalty, which leads to retention. Akoğlu & Özbek ( 2021 ) outlined how emotional factors such as brand image mediate the influence of brand experience on retention, confirming that brand resonance contributes to customer retention. Therefore, online customer experiences influence brand resonance. Better customer experiences that foster trust, engagement, and positive interactions lead to stronger brand loyalty and, consequently, deeper brand resonance among consumers. The brand resonance experienced by participants will drive retention. Referring to this, this research has the following hypothesis: H6 = Pandawa's Customer Experience has a positive effect on Brand Resonance. H7 = Brand Resonance has a positive effect on Participant Retention. Trust, Brand Equity, and Retention Trust plays a crucial moderating role between brand equity and customer retention. Brand equity, encompassing brand awareness, brand image, and brand resonance, positively influences participant retention. Trust enhances this relationship by fostering an emotional connection that facilitates retention. Strong brand equity essentially encourages participants to retain. When trust levels are high, participants tend to perceive brand equity as truly reliable. Trust makes participants confident that the brand's promises can be consistently delivered, thus making the brand equity elements more meaningful. Under these conditions, brand equity will have a much stronger influence on participant retention, leading participants to remain loyal not only because of its brand value but also because of the emotional conviction that the brand will not disappoint. Brand equity will impact retention, with trust acting as a moderator. These findings reveal that a strong emotional connection between consumers and brands can strengthen brand equity through trust, indicating that the greater a consumer's trust in a brand, the more likely they are to retain. Trust has been shown to increase customer loyalty, with higher levels of trust correlating with stronger loyalty to a product, reinforcing the importance of trust in retention (Nugraha & Dwita, 2023 ). Thus, trust acts as a moderator that can strengthen the relationship between brand equity and retention. Trust ensures that the values ​​in brand equity actually translate into ongoing customer commitment and loyalty. JKN participant retention is a crucial element in maintaining the sustainability of the JKN program. In the digital era, BPJS Kesehatan, as the JKN administering body, has introduced service innovations such as PANDAWA to facilitate access to administration, information, and participant complaints. The effectiveness of PANDAWA in increasing participant retention has not been widely studied, particularly in terms of user experience and perception of the institution's brand, summarized in the brand-strengthening retention model, as illustrated in Fig. 1 . The hypotheses are: H8 = Trust moderates the effect of Pandawa's Customer Experience on Participant Retention. METHODS This study uses a quantitative approach with a survey method to examine the effect of PANDAWA service utilization and BPJS Kesehatan brand strengthening on JKN participant retention. This research is explanatory in nature, as it aims to explain the causal relationship between the variables studied. Explanatory research is a methodological approach that aims to understand the causal relationship between variables and explain why certain phenomena occur (Dike & Tuffour, 2024 ; Indaryani et al., 2024 ; Lusianti et al., 2023 ). This type of research is characterized by its focus on hypothesis testing and deduction. The research design is a correlational study using a path analysis model to examine the direct and indirect relationships between the independent variable (online experience using PANDAWA), brand strengthening as a mediating variable (brand awareness, brand image, and brand resonance), the moderating variable (trust), and the dependent variable (participant retention). This study uses Smart Partial Least Squares Structural Equation Modeling. This tool has gained popularity among researchers as a preferred method for data analysis due to its robust ability to handle the various statistical complexities inherent in social science research. One important advantage of Smart PLS is its suitability for analyzing data with non-normal distributions and large sample sizes, which are common in many applied research contexts. Smart PLS effectively analyzes non-normal data and maintains high variance explanation power in endogenous latent variables, making it a valuable tool for investigating complex relationships in research models (Li, 2024 ). Several studies have demonstrated the practical appeal of Smart PLS for analyzing datasets and its efficiency in estimating complex model parameters (Abdulrab et al., 2022 ; Chen, 2023 ). The development of a marketing communications model to increase JKN participant retention is based on several theoretical foundations and previous research findings. Studies on media literacy, service quality, and relationship marketing also support it. The core of the model focuses on three key elements: brand awareness, brand image, and brand resonance, which play a role in shaping a sustainable marketing communications strategy. The ultimate goal of this model is to create sustainable marketing communications for long-term JKN participant engagement. The population in this study was all registered JKN participants who actively use BPJS Kesehatan services, specifically those who have or are currently using PANDAWA services. This population includes participants from various segments (wage-earning workers, non-wage-earning workers, and premium assistance recipients) within BPJS Kesehatan's operational coverage area throughout Indonesia, totaling 1,857,646 individuals. The sample for this study was taken from the population using a purposive sampling method, namely by selecting respondents who meet certain criteria, such as: Registered as active JKN participants in all Kudus branch work areas, have used PANDAWA services at least once in the last 6 months, and have experience interacting with the BPJS Kesehatan brand, both through digital and conventional services. The reason for using the purposive sampling method is that this technique allows the identification and selection of participants based on certain criteria that are in line with the research objectives, thereby increasing the quality and relevance of the data collected (28). This technique also allows researchers to adjust the sampling strategy based on the unique needs and objectives of this study, thus optimizing the research design (Denieffe, 2020 ; Magnone & Yezierski, 2024 ). By using the Isaac & Michael formula, the number of samples in the study was 284 respondents. Relationship marketing, combined with Commitment-Trust Theory, serves as the theoretical foundation for this research. This study uses the approach that the success of long-term relationships between organizations and customers is primarily supported by trust and commitment. In the context of the National Health Insurance (JKN), clear, consistent, and transparent communication, along with value alignment, such as family financial protection and mutual risk cooperation, will build participant trust. Trust encourages commitment to continue actively paying premiums, ultimately reducing the likelihood of lapses and increasing retention. Conversely, poor service experiences or perceptions of opportunism undermine trust and weaken commitment. This study measures five primary constructs and one moderating construct, broken down into 25 indicators. The first construct, PANDAWA Customer Online Experience, consists of five indicators: ease of platform access, clarity of information, ease of use, quality of digital service, and satisfaction with the digital experience. These indicators represent participant perceptions of their interactions with PANDAWA services, both technically and emotionally. The second construct, Brand Awareness, encompasses recognition of the JKN brand, frequency of media exposure, ease of recall of the symbol or logo, and brand association with service benefits. This construct is designed to measure participants' level of exposure to and understanding of the JKN brand. Brand Image comprises positive perceptions of JKN's reputation, perceived professionalism, trust in the service, and perceived innovativeness of the PANDAWA service. This construct describes how participants assess the quality and credibility of JKN as a public service institution. The fourth construct is Brand Resonance, which measures participants' emotional attachment to JKN, willingness to recommend the service, pride in being a participant, and loyalty to the program. This resonance serves as a bridge between brand perception and long-term retention. The fifth construct, Participant Retention, is measured through intention to continue using JKN, reluctance to switch to another service, ongoing satisfaction, and willingness to renew participation. This variable serves as a key outcome reflecting the success of the marketing communications strategy. Finally, Trust, as a moderating variable, encompasses confidence in BPJS Kesehatan's integrity, institutional competence, service reliability, and commitment to participant interests. Overall, this instrument is designed to capture the cognitive, affective, and behavioral dimensions of participants interacting with BPJS Kesehatan digital services, specifically PANDAWA, in the context of brand strengthening and long-term retention. FINDING Based on respondent characteristics data, the distribution of JKN participants in this study was relatively balanced between men and women, with proportions of 51.4% men and 48.6% women, respectively. This balance indicates that the study has good gender representation. Judging from the age distribution, the majority of JKN participants are in the productive age group, especially the 36–45 year old range. Among men, the 36–45 year old group is the largest group with a percentage of 27.8%, while among women, the same age group also dominates with 18.1%. Furthermore, the 46–55 year old group also shows a fairly significant proportion in both genders, illustrating that JKN participants in the pre-elderly age group are also quite active or require more intensive health services. In contrast, the number of participants in the very young age group (18–25 years) and the elderly (> 55 years) appears to be much smaller. Female participants aged 18–25 years only numbered 1.4%, while elderly participants had a low percentage in both genders. This may indicate that younger age groups tend to utilize healthcare services less frequently, while older age groups may face limitations in access or participation in surveys. Overall, these findings suggest that the JKN participants most frequently involved in the study were individuals of productive age, who likely have health needs related to their activities and work. This also confirms that the experiences and perceptions of the productive age group significantly influence their evaluation of JKN services. These findings are presented in Table 1 . Table 1 Respondent Characteristics Karakteristik Freq % Man 26–35 years 28 9,7 36–45 years 80 27,8 46–55 years 32 11,1 > 55 years 8 2,8 Total 148 51,4 Woman 18–25 years 4 1,4 26–35 years 40 13,9 36–45 years 52 18,1 46–55 years 40 13,9 > 55 years 4 1,4 Total 140 48,6 Source: processed primary data, 2025 The results of the research instrument testing indicate that all constructs have excellent levels of reliability and validity. Based on the Cronbach's Alpha value, all variables are above the minimum limit value of 0.70, with a range between 0.813 and 0.902. This indicates that each construct has strong internal consistency, so that the statement items can be relied upon in measuring the intended variable. Composite Reliability values ​​for all constructs are also well above the minimum standard of 0.70. The rho_a value ranges from 0.821 to 0.903, while rho_c is between 0.876 and 0.932. These findings confirm that the instrument has excellent composite reliability, so that the stability and consistency of each construct can be accounted for. In terms of convergent validity, all variables have Average Variance Extracted (AVE) values ​​above 0.50, with a range of 0.638 to 0.774. This indicates that more than 63% of the indicator variance can be explained by the measured construct, so that the instrument adequately meets the criteria for convergent validity. Overall, the results of this test confirm that all instruments on the variables of Brand Image, Pandawa Customer Online Experience, Trust, Brand Awareness, Brand Resonance, and Participant Retention are declared reliable and valid, so they are suitable for use in further analysis in this study. The results of the multicollinearity test using the Variance Inflation Factor (VIF) value show that all indicators in this study have VIF values ​​ranging from 1.381 to 3.267. This value is still far below the general tolerance limit, namely, VIF < 5, so it can be concluded that there are no multicollinearity problems between indicators in the model. The results of the instrument test and multicollinearity test are presented in Table 2 . Table 2 Results of Instrument and Multicollinearity Tests Cronbach's alpha Composite reliability (rho_a) Composite reliability (rho_c) AVE VIF COEP 0,895 0,896 0,922 0,704 X1 2,586 X2 2,193 X3 2,384 X4 2,017 X5 3,021 Brand Awareness 0,884 0,886 0,920 0,741 Z11 2,589 Z12 2,181 Z13 2,073 Z14 2,935 Brand Image 0,813 0,821 0,876 0,638 Z21 1,381 Z22 1,936 Z23 1,867 Z24 1,962 Brand Resonance 0,892 0,894 0,925 0,755 Z31 2,491 Z32 2,589 Z33 2,338 Z34 2,794 Retention 0,833 0,834 0,888 0,665 Y1 2,195 Y2 2,183 Y3 2,638 Y4 2,566 Trust 0,902 0,903 0,932 0,774 MO1 2,147 MO2 2,901 MO3 3,267 MO4 2,496 Source: processed primary data, 2025 The model fit evaluation results in Table 3 show that the SRMR value for the saturated model is 0.082, which is still below the 0.10 threshold, indicating an adequate level of fit. However, the SRMR value for the estimated model is 0.165, which is above the tolerance limit, indicating that the model's suitability for structural estimation requires further consideration. The d_ULS and d_G values ​​for the saturated model (2.208 and 1.035, respectively) are lower than those for the estimated model, indicating that the saturated model better represents the empirical data. Although there is no standard cut-off value for these two indicators, the difference provides additional information regarding the level of model fit. The Chi-square indicator showed a value of 1543.840 for the saturated model and 1759.516 for the estimated model. Given that Chi-square is highly sensitive to sample size, this indicator is more of a supplementary measure in PLS-SEM model evaluation. The NFI values ​​of 0.743 for the saturated model and 0.707 for the estimated model indicate a moderate level of fit, although they have not yet reached the ideal standard (> 0.90). Overall, the test results indicate that the model has an adequate level of fit, although several indicators, particularly the SRMR in the estimated model, require attention. However, in PLS-SEM, the primary evaluation lies in validity, reliability, and structural relationships, so the model can still be declared suitable for further analysis. Table 3 Model Feasibility Test Saturated model Estimated model SRMR 0,082 0,165 d_ULS 2,208 8,830 d_G 1,035 1,385 Chi-square 1543,840 1759,516 NFI 0,743 0,707 Source: processed primary data, 2025 The path analysis results in Table 4 show that most of the relationships between variables in the model are significant. Pandawa's Customer Online Experience was shown to have a strong and significant influence on Brand Image, Brand Awareness, and Brand Resonance. Furthermore, Trust and Brand Resonance also significantly influenced Participant Retention, with Brand Resonance being the strongest predictor. Brand Image had a positive and significant influence on retention, while Brand Awareness showed no significant influence. In terms of moderation, the interactions between Trust and Brand Resonance and with Brand Image were found to be significant in strengthening retention, while the interaction between Trust and Brand Awareness was not significant. Overall, these findings confirm that participant retention is more influenced by online experience, trust, brand image, and especially brand resonance than brand awareness alone. Table 4 Hypothesis Testing Influence Between Variables T statistics (|O/STDEV|) P values Result Pandawa's Customer Experience -> Brand Awareness 13,677 0,000 H1 Accepted Brand Awareness -> Retention 1,915 0,056 H2 Rejected Pandawa's Customer Experience -> Retention 8,445 0,000 H3 Accepted Pandawa's Customer Experience -> Brand Image 10,720 0,000 H4 Accepted Brand image-> Retention 2,108 0,035 H5 Accepted Pandawa's Customer Experience -> Brand Resonance 8,203 0,000 H6 Accepted Brand Resonance -> Retention 17,877 0,000 H7 Accepted Trust x Brand Awareness -> Retention 1,002 0,317 H8a Rejected Trust x Brand Resonance -> Retention 2,161 0,031 H8b Accepted Trust x Brand Image -> Retention 2,120 0,034 H8c Accepted Source: processed primary data, 2025 The results of the mediation analysis in Table 5 show that Brand Image and Brand Resonance are able to act as significant mediators in the relationship between Pandawa's Customer Experience and Participant Retention. Mediation through Brand Image shows a coefficient value of 0.040 with p = 0.044 (< 0.05), so it can be concluded that the influence of participants' online experience through Pandawa services on retention is partially mediated by brand image perception. The mediation pathway through Brand Resonance shows a much stronger and more significant influence, with a coefficient of 0.267 and p = 0.000. This finding confirms that brand resonance is the dominant mediation pathway, where participants' emotional attachment and closeness to the JKN brand are important factors linking online experience with participant retention. In contrast, Brand Awareness was not proven to be a significant mediator (p = 0.065 > 0.05). This indicates that simply increasing participants' awareness of the brand is not enough to explain the relationship between online experience and participants' decision to stay. Overall, these results confirm that improving the quality of the online experience through Pandawa services not only influences participants' image and perception of the brand but also especially strengthens the emotional connection (resonance), which ultimately drives JKN participant retention. Table 5 Mediation Test Influence Between Variables T statistics (|O/STDEV|) P values Result Pandawa's Customer Experience -> Brand Image -> Retention 2,014 0,044 Brand image acts as a mediating variable Pandawa's Customer Experience -> Brand Awareness -> Retention 1,844 0,065 Brand awareness does not act as a mediating variable Pandawa's Customer Experience -> Brand Resonance -> Retention 7,314 0,000 Brand resonance acts as a mediating variable Source: processed primary data, 2025 DISCUSSION (use style Heading 1, Times New Roman 12 pt) The research results show that Pandawa's online customer experience plays a crucial role in shaping various dimensions of brand equity. First, participants' experiences using Pandawa's digital services have been shown to increase brand awareness. The ease of access, speed of service, and clarity of information provided through Pandawa make participants more familiar with and aware of the existence and functionality of the JKN service. A positive experience creates a strong impression, increases repeat exposure, and fosters clear brand associations in consumers' minds. Conversely, a poor online experience can hinder brand recognition and decrease consumer interest in further interaction. Thus, online experiences serve as a crucial foundation for strengthening brand awareness in the digital age. This research supports the findings of Izogo et al. ( 2022 ) and Pour et al. ( 2021 ) regarding the positive influence of online experiences on brand awareness. In addition to increasing awareness, this online experience also has a significant impact on brand image, as found by Ata et al. ( 2025 ) and Purwandari & Rufaidah ( 2025 ). Positive and consistent experiences strengthen the brand's perception as professional, trustworthy, and valuable, while negative experiences can create a weak or less convincing brand image in the minds of consumers. Participants who have a positive experience through Pandawa will develop positive perceptions of the quality, professionalism, and credibility of JKN. Thus, optimal digital services directly strengthen the JKN image in the eyes of participants. Pandawa's online customer experience also significantly impacts brand resonance. This means that a pleasant and satisfying digital experience fosters an emotional connection with the JKN program. Participants become more engaged, feel closer, and develop a more personal connection with the program, thus fostering a long-term bond with the JKN brand. Regarding the influence of brand equity on retention, the study results show that brand awareness does not significantly impact participant retention. This confirms that simply being familiar with JKN is not enough to keep participants engaged. Instead, brand image has a significant influence, making positive perceptions of JKN's reputation and quality a crucial factor in encouraging participants to remain in the program. These research findings support the findings of Pour et al. ( 2021 ) and Akoğlu & Özbek ( 2021 ). Brand Resonance is the strongest factor influencing Participant Retention. Participants who feel an emotional attachment, closeness, and sense of belonging to JKN show a significantly higher likelihood of retention. Brand resonance is a key factor in maintaining participant loyalty. In this model, Trust acts as a moderating variable, strengthening the relationship between specific brand equity and retention. Trust has been shown to strengthen the influence of Brand Image and Brand Resonance on Participant Retention. This means that when participants have high trust in JKN, a positive image and strong emotional bond are more effective in increasing retention. However, trust does not strengthen the relationship between Brand Awareness and Retention, in line with the finding that brand awareness alone is insufficient to influence participant retention decisions. Overall, these findings confirm that increased JKN participant retention is strongly influenced by the quality of the digital experience through Pandawa, strengthening brand image and resonance, and participant trust in the program. CONCLUSION This study concludes that the development of digital-based marketing communications through the PANDAWA service plays a strategic role in increasing the retention of JKN participants. Participants' online experiences using PANDAWA have been shown to influence retention, both directly and indirectly through brand strengthening, reflected in increased brand awareness, brand image, and brand resonance. These findings confirm that the quality of the digital experience serves not only as an administrative tool but also as a crucial instrument in building participant perceptions, emotional attachment, and commitment to the JKN program. The role of trust as a moderating variable further strengthens the relationship between experience and participant retention, indicating that the success of public service marketing communications is largely determined by participants' level of trust in the implementing institution. Theoretically, this study's findings expand the application of Relationship Marketing with Commitment Trust Theory in the context of public services by positioning digital experience and brand strengthening as key determinants of long-term retention. The integration of the concepts of customer online experience, brand equity, and retention into one comprehensive model contributes to the enrichment of digital marketing communications studies, particularly in the JKN program, which has previously been relatively limited in its exploration. From a managerial perspective, these findings imply that BPJS Kesehatan needs to direct its marketing communications strategy toward optimizing the quality of the PANDAWA user experience, strengthening the consistency of the JKN brand message and values, and building trust through transparent, responsive, and participant-centered communications. However, this study has limitations in its cross-sectional design, the use of purposive sampling techniques, and the limited number of variables that do not fully cover external factors such as socioeconomic conditions and regulatory policies. Therefore, further research is recommended to use a longitudinal approach, expand the scope of variables, and combine quantitative and qualitative methods to gain a more comprehensive understanding of strategies for increasing JKN participant retention based on digital marketing communications. Declarations Ethics Approval I certify that this study involving human participants was reviewed and approved by the Institutional Review Board (Ethics Committee) of Universitas Muria Kudus, Indonesia. All procedures performed in this study were in accordance with the ethical standards of the institutional research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards. Informed Consent I certify that informed consent was obtained from all individual participants included in the study prior to data collection. Participants were adequately informed about the purpose of the study, the voluntary nature of participation, confidentiality of their data, and their right to withdraw at any time without consequences Author Contribution Dina Lusianti: Conceptualization, research design, development of the theoretical framework, supervision of data analysis, interpretation of results, manuscript drafting, and final approval of the version to be published.Noor Indah Rahmawati: Literature review, instrument development, data collection, quantitative data analysis, and contribution to manuscript writing.Mira Meilia Marka: Model development, data processing, visualization of results, and critical revision of the manuscript for important intellectual content.Syarifatun Karuniaekawati: Data validation, interpretation of findings in the context of JKN policy and participant behavior, editing and proofreading, and contribution to discussion and conclusions. 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JKN has experienced significant growth in its participant base; however, this increase does not always correlate with sustained membership or participant retention, particularly among the non-wage recipient segment (PBPU), which is known for its fluctuating contribution compliance and enrollment status (Perdana et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). The high number of inactive participants or those with outstanding premium payments indicates that retention remains a pressing issue (Lusianti et al., 2024). To respond to this dynamic, BPJS Kesehatan has introduced various service innovations, one of which is PANDAWA (Administrative Services via WhatsApp). PANDAWA is a digital platform leveraging instant messaging applications to facilitate participants\u0026rsquo; administrative needs online. This innovation is expected to enhance service accessibility, operational efficiency, and overall user experience in interacting with BPJS Kesehatan (Karuniaekawati et al., 2024). Within an increasingly competitive and digital public-service ecosystem, brand strength has become a critical determinant of public perception and trust.\u003c/p\u003e \u003cp\u003eBrand strength plays an essential role in shaping public attitudes and trust, as it fundamentally influences consumer behavior and overall brand equity. Brand equity refers to the value derived from consumers\u0026rsquo; perceptions of a brand, which can significantly affect their purchasing intentions and level of trust (Cui, \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Khan et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Public service institutions that are not only efficient but also successful in building a strong brand image tend to exhibit higher levels of user loyalty. In this context, strengthening the BPJS Kesehatan brand through service platforms such as PANDAWA may play a strategic role in improving participant retention. However, despite its potential, PANDAWA has not been utilized optimally by JKN participants.\u003c/p\u003e \u003cp\u003eAs of May 2025, a total of 240,195 JKN participants had used PANDAWA services. Compared with the overall enrollment of 280,073,651 participants, the proportion of users remains relatively small, only 0.67 percent. This indicates that for every 10,000 JKN participants, only about 67 individuals have used PANDAWA for BPJS Kesehatan administrative services. Such a percentage reflects that although PANDAWA is available as a convenient alternative service channel, its utilization has yet to be maximized by participants.\u003c/p\u003e \u003cp\u003ePANDAWA was introduced as an innovation aimed at improving administrative efficiency in health service delivery via WhatsApp, appealing primarily to tech-savvy demographics seeking convenience in accessing health services. Participants have expressed both positive and negative sentiments regarding PANDAWA. Sentiment analysis studies reveal that many users appreciate the ease of accessing information and administrative services through this platform. However, some negative feedback points to issues such as delayed responses and challenges in navigating the system effectively (Yuliantini \u0026amp; Sukarno, \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eUser experience with PANDAWA also highlights a significant gap in engagement. Research findings show that many participants are either unaware of or insufficiently skilled in utilizing this digital tool (Azhari et al., \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Study Narmansyah et al. (\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) notes that in certain regions, a large proportion of JKN participants do not actively engage with mobile applications and social media platforms designed to streamline participant\u0026ndash;service interactions. While the integration of PANDAWA into the JKN ecosystem is viewed as a strategic enhancement aimed at addressing access barriers and improving participant satisfaction, it requires ongoing efforts to ensure that users are adequately informed and capable of leveraging this innovation effectively (Zamzami \u0026amp; Anggarani, \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eSeveral studies focusing on improving access to information and administrative services indicate that many participants, particularly those from lower socioeconomic backgrounds, often encounter difficulties in engaging with JKN services (Oktasari et al., \u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Roza \u0026amp; Sarı, \u003cspan citationid=\"CR40\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Educational initiatives to increase awareness of PANDAWA and broader JKN functions are crucial to cultivating a more engaged participant base. This situation demonstrates that participant acceptance of PANDAWA continues to face both challenges and opportunities. Study Jitprapai et al. (\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) identifies several factors that contribute to brand awareness through the use of digital services, including message appeal and credibility. Effective communication via social media and other digital platforms fosters positive customer attitudes toward the brand, leading to increased loyalty and brand awareness (Khoa, \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Active engagement makes consumers feel more connected, thus strengthening brand recall, contrary to studies by Kuniawati \u0026amp; Ariyanti (\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) that find no significant effect of social media use on brand awareness.\u003c/p\u003e \u003cp\u003eDigital service experiences shape customers\u0026rsquo; evaluations of a brand, reinforcing the notion that consistent and positive interactions strengthen brand image (Jaakkola \u0026amp; Alexander, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). A credible brand image can stimulate greater customer retention (Pai, \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Strategic online brand management affirms that effective digital service presence can attract and retain customers (Cui, \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Complementing this, the study by Chai (\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) shows that engagement in digital service usage can enhance customer retention and contribute positively to overall brand image, while Alfira et al. (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) report no significant influence of social media use on brand image. Active participant interaction with services on social media platforms emphasizes the affective, cognitive, and behavioral dimensions of engagement in fostering brand resonance (Suwandi \u0026amp; Balqiah, \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Study Oktavenia et al. (\u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) finds that customer engagement in digital services significantly enhances brand awareness and involvement, creating a strengthened cycle of consumer interactions that leads to brand resonance. Conversely, Oktavenia et al. (\u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) report that social media use has no significant effect on brand resonance.\u003c/p\u003e \u003cp\u003eResearch examining the influence of digital public-service innovations on participant retention, particularly with brand reinforcement as a mediating variable, remains limited. Few studies explicitly evaluate the extent to which PANDAWA usage impacts participant behavior and loyalty, especially within the context of membership retention. Therefore, this study is both relevant and necessary to develop a more comprehensive JKN participant retention model based on marketing communication within the digital economy framework. By analyzing the effect of PANDAWA utilization on JKN participant retention, along with the mediating role of brand strengthening and the moderating role of trust, this study aims to contribute to the design of future BPJS Kesehatan service strategies.\u003c/p\u003e \u003cp\u003eThe urgency of this research, \u0026ldquo;Development of a Marketing Communication Model to Enhance JKN Participant Retention,\u0026rdquo; emerges from the gap between registered coverage and active participation. At the macro level, JKN has reached approximately 98.45% of the population (278.1\u0026nbsp;million people as of 31 December 2024). Nevertheless, a portion remains inactive in paying contributions, threatening risk-pool quality and financing sustainability. This is not merely an acquisition issue but a retention problem that requires more precise and measurable communication interventions. The financial burden of arrears illustrates the scale of the challenge: as of December 2024, there were approximately 28.85\u0026nbsp;million delinquent participants with outstanding contributions amounting to around Rp21.48 trillion. The churn epicenter lies within the PBPU/independent segment of 69.6\u0026nbsp;million PBPU members; only about 75.5% remain active, highlighting the need for tailored communication strategies in message design, channel selection, and timing that align with the characteristics of informal workers (fluctuating income, perceived value, digital-channel preferences).\u003c/p\u003e"},{"header":"LITERATURE REVIEW","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003ePandawa's Customer Experience, Brand Awareness, and Retention\u003c/h2\u003e \u003cp\u003eThe Pandawa's Customer experience is fundamental to building brand awareness. A coherent online customer experience, facilitated through seamless interactions across multiple touchpoints, significantly improves customer satisfaction and fosters brand retention. Companies that invest in enjoyable and memorable online shopping experiences tend to experience increased repeat sales, demonstrating a direct correlation between positive online experiences and brand awareness (Izogo et al., \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Gamification in online retail positively impacts customer engagement and experience, suggesting that creative strategies can strengthen brand recognition (Pour et al., \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Customer brand awareness plays a mediating role in the relationship between OCE and retention. As customers become more engaged with a brand through positive experiences, companies can increase customer retention. Octavia \u0026amp; Lesmana (\u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) noted that customers engaged in positive experiences are more likely to demonstrate repeat purchase intentions, a crucial aspect of brand awareness. This suggests that retention will materialize and become a necessity. This dynamic aligns with Fan et al. (\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2022\u003c/span\u003e), who stated that customer interaction in online communities enhances retention through shared experiences and information exchange. Such interactions play a crucial role in strengthening brand identity and driving customer retention.\u003c/p\u003e \u003cp\u003eThe online customer experience, brand awareness, and customer retention are crucial for understanding brand dynamics in the digital marketplace. Increasing brand awareness strengthens customer engagement by making the brand more recognizable, which is fundamental to fostering sustainable customer relationships and retention. Brand awareness serves as a crucial entry point for consumers into the brand experience. It facilitates recognition and recall, making it easier for customers to trust and choose a brand over its competitors. Deshmukh (\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2025\u003c/span\u003e) emphasizes the importance of brand equity dimensions, such as brand awareness, in driving customer retention. When customers are aware of a brand, they are more likely to engage with its offerings, leading to a stronger attachment to that brand. This is reinforced by Hubeis et al. (\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), who link perceived brand elements to customer loyalty, demonstrating that emotional engagement significantly enhances loyalty outcomes. In addition to personal interactions, the role of social media is significant. Oladipo et al. (\u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) highlighted how social media facilitates increased customer engagement and brand awareness, which directly impacts customer retention and loyalty. By leveraging social media for engagement, brands can not only increase their visibility but also build a community around their offerings, a crucial aspect of modern customer retention strategies. Ultimately, driving OCE through effective brand awareness initiatives fosters ongoing customer interactions, creating a virtuous cycle where increased satisfaction leads to loyalty, which in turn increases retention. These collective findings illustrate that a strong relationship between brand awareness, OCE, and customer retention is fundamental for businesses seeking to secure a sustainable competitive advantage in today's marketplace. Referring to this, this research has the following hypothesis:\u003c/p\u003e \u003cp\u003eH1\u0026thinsp;=\u0026thinsp;Pandawa's Customer Experience has a positive effect on Brand Awareness.\u003c/p\u003e \u003cp\u003eH2\u0026thinsp;=\u0026thinsp;Brand Awareness has a positive effect on Participant Retention\u003c/p\u003e \u003cp\u003eH3\u0026thinsp;=\u0026thinsp;Pandawa's Customer Experience has a positive effect on Participant Retention\u003c/p\u003e \u003c/div\u003e\n\u003ch3\u003ePandawa's Customer Experience, Brand Image, and Retention\u003c/h3\u003e\n\u003cp\u003eParticipants' experiences using Pandawa's features play a crucial role in shaping brand image, significantly impacting participant retention. As businesses increasingly shift to digital platforms, understanding how participant interactions during online applications can impact brand image is crucial for designing effective marketing strategies. A positive online brand experience directly correlates with improved brand image and participant retention. Dimensions of the online brand experience, such as e-service quality, significantly impact brand image, with participants prioritizing speed, accessibility, and accuracy in online experiences (Ata et al., \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). This is supported by Purwandari \u0026amp; Rufaidah (\u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), who identified participant experience as a crucial factor influencing brand image through perceptions of product features embedded during online interactions. The implication is that online participant experiences can create favorable brand perceptions, thus driving stronger brand retention.\u003c/p\u003e \u003cp\u003eDimensions such as informative and entertaining serve as elements that add value to the participant journey, thereby strengthening brand image (Urdea \u0026amp; Constantin, \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). This is supported by Shaikh's findings, which note that participant expectations, shaped by brand image, determine overall retention (Shaikh, \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). A well-managed participant journey in an online context can foster a stronger brand image. The effectiveness of participant-centric strategies, emphasized by (2025), demonstrates the importance of engagement and experience design in building brand image. By aligning gamification and engagement tactics with positive customer experiences, brands can build a more substantial equity position in the marketplace. A synthesis of findings from multiple studies suggests that a well-designed online customer experience is crucial in influencing brand image. By focusing on e-service quality, engagement tactics, and actively managing customer expectations through social media, brands can foster stronger perceptions that drive loyalty and equity in an increasingly competitive digital landscape.\u003c/p\u003e \u003cp\u003eStudies show that brand image significantly increases customer retention rates. A strong brand image is directly correlated with increased customer retention (Saputro \u0026amp; Astuti, \u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). These results highlight that brand perception directly influences participants' decision to remain engaged, as they are more likely to remain loyal to brands that resonate positively with them. Company activities, particularly in social and governance aspects, indirectly increase retention through improved brand image. This underscores the pathway from brand management to participant retention (Lee \u0026amp; Rhee, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). A positive brand image instills trust and alignment with personal and organizational values, resulting in higher retention rates (Mustika, \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Brand image plays a mediating role in strengthening retention rates (Permata et al., 2022). Enhancing brand image among stakeholders fosters long-term relationships (Fiano et al., \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Cultivating positive experiences will contribute to a positive brand image, thereby increasing retention rates. Referring to this, this research has the following hypothesis:\u003c/p\u003e \u003cp\u003eH4\u0026thinsp;=\u0026thinsp;Pandawa's Customer Experience has a positive effect on Brand Image\u003c/p\u003e \u003cp\u003eH5\u0026thinsp;=\u0026thinsp;Brand Image has a positive effect on Participant Retention\u003c/p\u003e\n\u003ch3\u003ePandawa's Customer Experience, Brand Resonance, and Retention\u003c/h3\u003e\n\u003cp\u003eOnline customer experience plays a crucial role in fostering resonance, just as brand resonance involves the extent to which consumers feel connected to a brand. One crucial aspect of online customer experience is customer engagement, which inherently fosters a stronger relationship with a brand. Higher levels of engagement lead to emotional and cognitive bonds that contribute to brand resonance (Pour et al., \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). This aligns with the findings of Octavia and Lesmana, who revealed that increased participant engagement through digital services can foster stronger brand resonance, which in turn impacts retention (Octavia \u0026amp; Lesmana, \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Experience development can foster an emotional connection with the brand (Fan et al., \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). The role of emotional engagement in strengthening brand resonance (Zhang \u0026amp; Li, \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Insights from these studies suggest that online experiences contribute to greater brand resonance. Experiences significantly shape brand resonance, which is crucial for fostering retention (Akoğlu \u0026amp; \u0026Ouml;zbek, \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Brand resonance formed through digital experiences leads to retention (Cornelia \u0026amp; Pasharibu, \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe concept of brand resonance, formed from participant experiences, plays a crucial role in retention strategies. This relationship suggests that businesses should prioritize effective engagement strategies to enhance brand image, which in turn increases customer retention rates. Participant experiences are crucial in cultivating a positive brand image. Various studies have shown that satisfying experiences are significantly correlated with higher retention rates (Octavia \u0026amp; Lesmana, \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Sadek \u0026amp; Mehelmi, 2020). In the digital context, superior experiences have been shown to increase loyalty, which leads to retention. Akoğlu \u0026amp; \u0026Ouml;zbek (\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) outlined how emotional factors such as brand image mediate the influence of brand experience on retention, confirming that brand resonance contributes to customer retention. Therefore, online customer experiences influence brand resonance. Better customer experiences that foster trust, engagement, and positive interactions lead to stronger brand loyalty and, consequently, deeper brand resonance among consumers. The brand resonance experienced by participants will drive retention. Referring to this, this research has the following hypothesis:\u003c/p\u003e \u003cp\u003eH6\u0026thinsp;=\u0026thinsp;Pandawa's Customer Experience has a positive effect on Brand Resonance.\u003c/p\u003e \u003cp\u003eH7\u0026thinsp;=\u0026thinsp;Brand Resonance has a positive effect on Participant Retention.\u003c/p\u003e\n\u003ch3\u003eTrust, Brand Equity, and Retention\u003c/h3\u003e\n\u003cp\u003eTrust plays a crucial moderating role between brand equity and customer retention. Brand equity, encompassing brand awareness, brand image, and brand resonance, positively influences participant retention. Trust enhances this relationship by fostering an emotional connection that facilitates retention. Strong brand equity essentially encourages participants to retain. When trust levels are high, participants tend to perceive brand equity as truly reliable. Trust makes participants confident that the brand's promises can be consistently delivered, thus making the brand equity elements more meaningful. Under these conditions, brand equity will have a much stronger influence on participant retention, leading participants to remain loyal not only because of its brand value but also because of the emotional conviction that the brand will not disappoint.\u003c/p\u003e \u003cp\u003eBrand equity will impact retention, with trust acting as a moderator. These findings reveal that a strong emotional connection between consumers and brands can strengthen brand equity through trust, indicating that the greater a consumer's trust in a brand, the more likely they are to retain. Trust has been shown to increase customer loyalty, with higher levels of trust correlating with stronger loyalty to a product, reinforcing the importance of trust in retention (Nugraha \u0026amp; Dwita, \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Thus, trust acts as a moderator that can strengthen the relationship between brand equity and retention. Trust ensures that the values ​​in brand equity actually translate into ongoing customer commitment and loyalty.\u003c/p\u003e \u003cp\u003eJKN participant retention is a crucial element in maintaining the sustainability of the JKN program. In the digital era, BPJS Kesehatan, as the JKN administering body, has introduced service innovations such as PANDAWA to facilitate access to administration, information, and participant complaints. The effectiveness of PANDAWA in increasing participant retention has not been widely studied, particularly in terms of user experience and perception of the institution's brand, summarized in the brand-strengthening retention model, as illustrated in Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e. The hypotheses are:\u003c/p\u003e \u003cp\u003eH8\u0026thinsp;=\u0026thinsp;Trust moderates the effect of Pandawa's Customer Experience on Participant Retention.\u003c/p\u003e"},{"header":"METHODS","content":"\u003cp\u003eThis study uses a quantitative approach with a survey method to examine the effect of PANDAWA service utilization and BPJS Kesehatan brand strengthening on JKN participant retention. This research is explanatory in nature, as it aims to explain the causal relationship between the variables studied. Explanatory research is a methodological approach that aims to understand the causal relationship between variables and explain why certain phenomena occur (Dike \u0026amp; Tuffour, \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Indaryani et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Lusianti et al., \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). This type of research is characterized by its focus on hypothesis testing and deduction.\u003c/p\u003e \u003cp\u003eThe research design is a correlational study using a path analysis model to examine the direct and indirect relationships between the independent variable (online experience using PANDAWA), brand strengthening as a mediating variable (brand awareness, brand image, and brand resonance), the moderating variable (trust), and the dependent variable (participant retention). This study uses Smart Partial Least Squares Structural Equation Modeling. This tool has gained popularity among researchers as a preferred method for data analysis due to its robust ability to handle the various statistical complexities inherent in social science research. One important advantage of Smart PLS is its suitability for analyzing data with non-normal distributions and large sample sizes, which are common in many applied research contexts. Smart PLS effectively analyzes non-normal data and maintains high variance explanation power in endogenous latent variables, making it a valuable tool for investigating complex relationships in research models (Li, \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Several studies have demonstrated the practical appeal of Smart PLS for analyzing datasets and its efficiency in estimating complex model parameters (Abdulrab et al., \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Chen, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe development of a marketing communications model to increase JKN participant retention is based on several theoretical foundations and previous research findings. Studies on media literacy, service quality, and relationship marketing also support it. The core of the model focuses on three key elements: brand awareness, brand image, and brand resonance, which play a role in shaping a sustainable marketing communications strategy. The ultimate goal of this model is to create sustainable marketing communications for long-term JKN participant engagement.\u003c/p\u003e \u003cp\u003eThe population in this study was all registered JKN participants who actively use BPJS Kesehatan services, specifically those who have or are currently using PANDAWA services. This population includes participants from various segments (wage-earning workers, non-wage-earning workers, and premium assistance recipients) within BPJS Kesehatan's operational coverage area throughout Indonesia, totaling 1,857,646 individuals. The sample for this study was taken from the population using a purposive sampling method, namely by selecting respondents who meet certain criteria, such as: Registered as active JKN participants in all Kudus branch work areas, have used PANDAWA services at least once in the last 6 months, and have experience interacting with the BPJS Kesehatan brand, both through digital and conventional services. The reason for using the purposive sampling method is that this technique allows the identification and selection of participants based on certain criteria that are in line with the research objectives, thereby increasing the quality and relevance of the data collected (28). This technique also allows researchers to adjust the sampling strategy based on the unique needs and objectives of this study, thus optimizing the research design (Denieffe, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Magnone \u0026amp; Yezierski, \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). By using the Isaac \u0026amp; Michael formula, the number of samples in the study was 284 respondents.\u003c/p\u003e \u003cp\u003eRelationship marketing, combined with Commitment-Trust Theory, serves as the theoretical foundation for this research. This study uses the approach that the success of long-term relationships between organizations and customers is primarily supported by trust and commitment. In the context of the National Health Insurance (JKN), clear, consistent, and transparent communication, along with value alignment, such as family financial protection and mutual risk cooperation, will build participant trust. Trust encourages commitment to continue actively paying premiums, ultimately reducing the likelihood of lapses and increasing retention. Conversely, poor service experiences or perceptions of opportunism undermine trust and weaken commitment.\u003c/p\u003e \u003cp\u003eThis study measures five primary constructs and one moderating construct, broken down into 25 indicators. The first construct, PANDAWA Customer Online Experience, consists of five indicators: ease of platform access, clarity of information, ease of use, quality of digital service, and satisfaction with the digital experience. These indicators represent participant perceptions of their interactions with PANDAWA services, both technically and emotionally. The second construct, Brand Awareness, encompasses recognition of the JKN brand, frequency of media exposure, ease of recall of the symbol or logo, and brand association with service benefits. This construct is designed to measure participants' level of exposure to and understanding of the JKN brand. Brand Image comprises positive perceptions of JKN's reputation, perceived professionalism, trust in the service, and perceived innovativeness of the PANDAWA service. This construct describes how participants assess the quality and credibility of JKN as a public service institution.\u003c/p\u003e \u003cp\u003e The fourth construct is Brand Resonance, which measures participants' emotional attachment to JKN, willingness to recommend the service, pride in being a participant, and loyalty to the program. This resonance serves as a bridge between brand perception and long-term retention. The fifth construct, Participant Retention, is measured through intention to continue using JKN, reluctance to switch to another service, ongoing satisfaction, and willingness to renew participation. This variable serves as a key outcome reflecting the success of the marketing communications strategy. Finally, Trust, as a moderating variable, encompasses confidence in BPJS Kesehatan's integrity, institutional competence, service reliability, and commitment to participant interests. Overall, this instrument is designed to capture the cognitive, affective, and behavioral dimensions of participants interacting with BPJS Kesehatan digital services, specifically PANDAWA, in the context of brand strengthening and long-term retention.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e "},{"header":"FINDING","content":" \u003cp\u003eBased on respondent characteristics data, the distribution of JKN participants in this study was relatively balanced between men and women, with proportions of 51.4% men and 48.6% women, respectively. This balance indicates that the study has good gender representation. Judging from the age distribution, the majority of JKN participants are in the productive age group, especially the 36\u0026ndash;45 year old range. Among men, the 36\u0026ndash;45 year old group is the largest group with a percentage of 27.8%, while among women, the same age group also dominates with 18.1%. Furthermore, the 46\u0026ndash;55 year old group also shows a fairly significant proportion in both genders, illustrating that JKN participants in the pre-elderly age group are also quite active or require more intensive health services. In contrast, the number of participants in the very young age group (18\u0026ndash;25 years) and the elderly (\u0026gt;\u0026thinsp;55 years) appears to be much smaller. Female participants aged 18\u0026ndash;25 years only numbered 1.4%, while elderly participants had a low percentage in both genders. This may indicate that younger age groups tend to utilize healthcare services less frequently, while older age groups may face limitations in access or participation in surveys. Overall, these findings suggest that the JKN participants most frequently involved in the study were individuals of productive age, who likely have health needs related to their activities and work. This also confirms that the experiences and perceptions of the productive age group significantly influence their evaluation of JKN services. These findings are presented in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eRespondent Characteristics\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eKarakteristik\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFreq\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003e%\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMan\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e26\u0026ndash;35 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e28\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e9,7\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e36\u0026ndash;45 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e80\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e27,8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e46\u0026ndash;55 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e32\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e11,1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;55 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e2,8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTotal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e148\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e51,4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eWoman\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e18\u0026ndash;25 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e1,4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e26\u0026ndash;35 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e13,9\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e36\u0026ndash;45 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e52\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e18,1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e46\u0026ndash;55 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e13,9\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;55 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e1,4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTotal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e140\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e48,6\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"3\"\u003eSource: processed primary data, 2025\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe results of the research instrument testing indicate that all constructs have excellent levels of reliability and validity. Based on the Cronbach's Alpha value, all variables are above the minimum limit value of 0.70, with a range between 0.813 and 0.902. This indicates that each construct has strong internal consistency, so that the statement items can be relied upon in measuring the intended variable. Composite Reliability values ​​for all constructs are also well above the minimum standard of 0.70. The rho_a value ranges from 0.821 to 0.903, while rho_c is between 0.876 and 0.932. These findings confirm that the instrument has excellent composite reliability, so that the stability and consistency of each construct can be accounted for. In terms of convergent validity, all variables have Average Variance Extracted (AVE) values ​​above 0.50, with a range of 0.638 to 0.774. This indicates that more than 63% of the indicator variance can be explained by the measured construct, so that the instrument adequately meets the criteria for convergent validity. Overall, the results of this test confirm that all instruments on the variables of Brand Image, Pandawa Customer Online Experience, Trust, Brand Awareness, Brand Resonance, and Participant Retention are declared reliable and valid, so they are suitable for use in further analysis in this study. The results of the multicollinearity test using the Variance Inflation Factor (VIF) value show that all indicators in this study have VIF values ​​ranging from 1.381 to 3.267. This value is still far below the general tolerance limit, namely, VIF\u0026thinsp;\u0026lt;\u0026thinsp;5, so it can be concluded that there are no multicollinearity problems between indicators in the model. The results of the instrument test and multicollinearity test are presented in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of Instrument and Multicollinearity Tests\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCronbach's alpha\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eComposite reliability (rho_a)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eComposite reliability (rho_c)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eAVE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eVIF\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCOEP\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,895\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,896\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0,922\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0,704\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eX1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,586\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eX2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,193\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eX3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,384\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eX4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,017\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eX5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e3,021\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand Awareness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,884\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,886\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0,920\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0,741\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,589\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ12\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,181\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,073\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,935\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand Image\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,813\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,821\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0,876\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0,638\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ21\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e1,381\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ22\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e1,936\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e1,867\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e1,962\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand Resonance\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,892\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,894\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0,925\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0,755\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ31\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,491\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ32\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,589\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ33\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,338\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZ34\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,794\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eRetention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,833\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,834\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0,888\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0,665\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eY1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,195\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eY2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,183\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eY3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,638\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eY4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,566\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTrust\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,902\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,903\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0,932\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0,774\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMO1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,147\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMO2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,901\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMO3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e3,267\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMO4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e2,496\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"6\"\u003eSource: processed primary data, 2025\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe model fit evaluation results in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e show that the SRMR value for the saturated model is 0.082, which is still below the 0.10 threshold, indicating an adequate level of fit. However, the SRMR value for the estimated model is 0.165, which is above the tolerance limit, indicating that the model's suitability for structural estimation requires further consideration. The d_ULS and d_G values ​​for the saturated model (2.208 and 1.035, respectively) are lower than those for the estimated model, indicating that the saturated model better represents the empirical data. Although there is no standard cut-off value for these two indicators, the difference provides additional information regarding the level of model fit.\u003c/p\u003e \u003cp\u003eThe Chi-square indicator showed a value of 1543.840 for the saturated model and 1759.516 for the estimated model. Given that Chi-square is highly sensitive to sample size, this indicator is more of a supplementary measure in PLS-SEM model evaluation. The NFI values ​​of 0.743 for the saturated model and 0.707 for the estimated model indicate a moderate level of fit, although they have not yet reached the ideal standard (\u0026gt;\u0026thinsp;0.90). Overall, the test results indicate that the model has an adequate level of fit, although several indicators, particularly the SRMR in the estimated model, require attention. However, in PLS-SEM, the primary evaluation lies in validity, reliability, and structural relationships, so the model can still be declared suitable for further analysis.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eModel Feasibility Test\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSaturated model\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEstimated model\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSRMR\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,082\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,165\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ed_ULS\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2,208\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e8,830\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ed_G\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e1,035\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e1,385\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eChi-square\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e1543,840\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e1759,516\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNFI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0,743\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,707\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"3\"\u003eSource: processed primary data, 2025\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe path analysis results in Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e show that most of the relationships between variables in the model are significant. Pandawa's Customer Online Experience was shown to have a strong and significant influence on Brand Image, Brand Awareness, and Brand Resonance. Furthermore, Trust and Brand Resonance also significantly influenced Participant Retention, with Brand Resonance being the strongest predictor. Brand Image had a positive and significant influence on retention, while Brand Awareness showed no significant influence. In terms of moderation, the interactions between Trust and Brand Resonance and with Brand Image were found to be significant in strengthening retention, while the interaction between Trust and Brand Awareness was not significant. Overall, these findings confirm that participant retention is more influenced by online experience, trust, brand image, and especially brand resonance than brand awareness alone.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eHypothesis Testing\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInfluence Between Variables\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eT statistics (|O/STDEV|)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eP values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eResult\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Brand Awareness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e13,677\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH1 Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand Awareness -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e1,915\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,056\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH2 Rejected\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e8,445\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH3 Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Brand Image\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e10,720\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH4 Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand image-\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2,108\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,035\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH5 Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Brand Resonance\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e8,203\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH6 Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand Resonance -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e17,877\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH7 Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTrust x Brand Awareness -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e1,002\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,317\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH8a Rejected\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTrust x Brand Resonance -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2,161\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,031\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH8b Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTrust x Brand Image -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2,120\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,034\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eH8c Accepted\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"4\"\u003eSource: processed primary data, 2025\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe results of the mediation analysis in Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e show that Brand Image and Brand Resonance are able to act as significant mediators in the relationship between Pandawa's Customer Experience and Participant Retention. Mediation through Brand Image shows a coefficient value of 0.040 with p\u0026thinsp;=\u0026thinsp;0.044 (\u0026lt;\u0026thinsp;0.05), so it can be concluded that the influence of participants' online experience through Pandawa services on retention is partially mediated by brand image perception. The mediation pathway through Brand Resonance shows a much stronger and more significant influence, with a coefficient of 0.267 and p\u0026thinsp;=\u0026thinsp;0.000. This finding confirms that brand resonance is the dominant mediation pathway, where participants' emotional attachment and closeness to the JKN brand are important factors linking online experience with participant retention. In contrast, Brand Awareness was not proven to be a significant mediator (p\u0026thinsp;=\u0026thinsp;0.065\u0026thinsp;\u0026gt;\u0026thinsp;0.05). This indicates that simply increasing participants' awareness of the brand is not enough to explain the relationship between online experience and participants' decision to stay. Overall, these results confirm that improving the quality of the online experience through Pandawa services not only influences participants' image and perception of the brand but also especially strengthens the emotional connection (resonance), which ultimately drives JKN participant retention.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eMediation Test\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInfluence Between Variables\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eT statistics (|O/STDEV|)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eP values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eResult\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Brand Image -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2,014\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,044\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eBrand image acts as a mediating variable\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Brand Awareness -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e1,844\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,065\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eBrand awareness does not act as a mediating variable\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePandawa's Customer Experience -\u0026gt; Brand Resonance -\u0026gt; Retention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e7,314\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0,000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eBrand resonance acts as a mediating variable\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"4\"\u003eSource: processed primary data, 2025\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"DISCUSSION (use style Heading 1, Times New Roman 12 pt)","content":"\u003cp\u003eThe research results show that Pandawa's online customer experience plays a crucial role in shaping various dimensions of brand equity. First, participants' experiences using Pandawa's digital services have been shown to increase brand awareness. The ease of access, speed of service, and clarity of information provided through Pandawa make participants more familiar with and aware of the existence and functionality of the JKN service. A positive experience creates a strong impression, increases repeat exposure, and fosters clear brand associations in consumers' minds. Conversely, a poor online experience can hinder brand recognition and decrease consumer interest in further interaction. Thus, online experiences serve as a crucial foundation for strengthening brand awareness in the digital age. This research supports the findings of Izogo et al. (\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) and Pour et al. (\u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) regarding the positive influence of online experiences on brand awareness.\u003c/p\u003e \u003cp\u003eIn addition to increasing awareness, this online experience also has a significant impact on brand image, as found by Ata et al. (\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2025\u003c/span\u003e) and Purwandari \u0026amp; Rufaidah (\u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Positive and consistent experiences strengthen the brand's perception as professional, trustworthy, and valuable, while negative experiences can create a weak or less convincing brand image in the minds of consumers. Participants who have a positive experience through Pandawa will develop positive perceptions of the quality, professionalism, and credibility of JKN. Thus, optimal digital services directly strengthen the JKN image in the eyes of participants.\u003c/p\u003e \u003cp\u003ePandawa's online customer experience also significantly impacts brand resonance. This means that a pleasant and satisfying digital experience fosters an emotional connection with the JKN program. Participants become more engaged, feel closer, and develop a more personal connection with the program, thus fostering a long-term bond with the JKN brand. Regarding the influence of brand equity on retention, the study results show that brand awareness does not significantly impact participant retention. This confirms that simply being familiar with JKN is not enough to keep participants engaged. Instead, brand image has a significant influence, making positive perceptions of JKN's reputation and quality a crucial factor in encouraging participants to remain in the program. These research findings support the findings of Pour et al. (\u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) and Akoğlu \u0026amp; \u0026Ouml;zbek (\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eBrand Resonance is the strongest factor influencing Participant Retention. Participants who feel an emotional attachment, closeness, and sense of belonging to JKN show a significantly higher likelihood of retention. Brand resonance is a key factor in maintaining participant loyalty. In this model, Trust acts as a moderating variable, strengthening the relationship between specific brand equity and retention. Trust has been shown to strengthen the influence of Brand Image and Brand Resonance on Participant Retention. This means that when participants have high trust in JKN, a positive image and strong emotional bond are more effective in increasing retention. However, trust does not strengthen the relationship between Brand Awareness and Retention, in line with the finding that brand awareness alone is insufficient to influence participant retention decisions. Overall, these findings confirm that increased JKN participant retention is strongly influenced by the quality of the digital experience through Pandawa, strengthening brand image and resonance, and participant trust in the program.\u003c/p\u003e"},{"header":"CONCLUSION","content":"\u003cp\u003eThis study concludes that the development of digital-based marketing communications through the PANDAWA service plays a strategic role in increasing the retention of JKN participants. Participants' online experiences using PANDAWA have been shown to influence retention, both directly and indirectly through brand strengthening, reflected in increased brand awareness, brand image, and brand resonance. These findings confirm that the quality of the digital experience serves not only as an administrative tool but also as a crucial instrument in building participant perceptions, emotional attachment, and commitment to the JKN program. The role of trust as a moderating variable further strengthens the relationship between experience and participant retention, indicating that the success of public service marketing communications is largely determined by participants' level of trust in the implementing institution. Theoretically, this study's findings expand the application of Relationship Marketing with Commitment Trust Theory in the context of public services by positioning digital experience and brand strengthening as key determinants of long-term retention. The integration of the concepts of customer online experience, brand equity, and retention into one comprehensive model contributes to the enrichment of digital marketing communications studies, particularly in the JKN program, which has previously been relatively limited in its exploration. From a managerial perspective, these findings imply that BPJS Kesehatan needs to direct its marketing communications strategy toward optimizing the quality of the PANDAWA user experience, strengthening the consistency of the JKN brand message and values, and building trust through transparent, responsive, and participant-centered communications. However, this study has limitations in its cross-sectional design, the use of purposive sampling techniques, and the limited number of variables that do not fully cover external factors such as socioeconomic conditions and regulatory policies. Therefore, further research is recommended to use a longitudinal approach, expand the scope of variables, and combine quantitative and qualitative methods to gain a more comprehensive understanding of strategies for increasing JKN participant retention based on digital marketing communications.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003eEthics Approval I certify that this study involving human participants was reviewed and approved by the Institutional Review Board (Ethics Committee) of Universitas Muria Kudus, Indonesia. All procedures performed in this study were in accordance with the ethical standards of the institutional research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards. Informed Consent I certify that informed consent was obtained from all individual participants included in the study prior to data collection. Participants were adequately informed about the purpose of the study, the voluntary nature of participation, confidentiality of their data, and their right to withdraw at any time without consequences\u003c/p\u003e\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eDina Lusianti: Conceptualization, research design, development of the theoretical framework, supervision of data analysis, interpretation of results, manuscript drafting, and final approval of the version to be published.Noor Indah Rahmawati: Literature review, instrument development, data collection, quantitative data analysis, and contribution to manuscript writing.Mira Meilia Marka: Model development, data processing, visualization of results, and critical revision of the manuscript for important intellectual content.Syarifatun Karuniaekawati: Data validation, interpretation of findings in the context of JKN policy and participant behavior, editing and proofreading, and contribution to discussion and conclusions.\u003c/p\u003e\u003ch2\u003eAcknowledgement\u003c/h2\u003e\u003cp\u003eThe authors gratefully acknowledge Universitas Muria Kudus (UMK) for the financial support provided for this research under the research funding contract No. 559/LPPM.UMK/B.07.75/X/2025. 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The Influence of Online Brand Community Identity and Trust on Sustainable Customer Loyalty. \u003cem\u003eInternational Journal of Sustainable Development and Planning\u003c/em\u003e, \u003cem\u003e17\u003c/em\u003e(5), 1667\u0026ndash;1675. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org/10.18280/ijsdp.170533\u003c/span\u003e\u003cspan address=\"10.18280/ijsdp.170533\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Brand Equity, Customer Online Experience, Marketing Communication, Retention","lastPublishedDoi":"10.21203/rs.3.rs-8485458/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-8485458/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThis 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.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJEL codes: \u003c/strong\u003eI18, M31, D83\u003c/p\u003e","manuscriptTitle":"Enhancing Jkn Participant Retention Through an Innovative Marketing Communication Model","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-01-08 14:01:02","doi":"10.21203/rs.3.rs-8485458/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"dcb6eee4-38c0-4bc7-989c-84cfee1d0d91","owner":[],"postedDate":"January 8th, 2026","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2026-02-25T10:55:19+00:00","versionOfRecord":[],"versionCreatedAt":"2026-01-08 14:01:02","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-8485458","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-8485458","identity":"rs-8485458","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}