Gap analysis of brand identity and brand image of first class informal segment of BPJS Kesehatan

This study aims to examine the difference of brand identity which is established by BPJS Kesehatan and 1ˢᵗ class informal segment customers in the first class services. The first phase of the study first class services brand identity obtained from interviews with management. Further collection of data consumer perception through questionnaires and concludes with an analysis of the gap between brand identity and brand image. The object research amounted to 120 respondents in Java Island and that is a 1ˢᵗ class informal segment. Sampling method used is purposive sampling, whereas for data collection was obtained from questionnaires distribution. Likert Like scale of measurement data. Statistical method used is descriptive analysis, ANOVA, gap analysis. This research shows that the customer brand image of BPJS Kesehatan first class services is good. There is no different brand image between customers which ever got services and never got services.