With an ever-changing environment and a very large number of participants and the transformation of PT Jamsostek (Persero) into Labor BPJS, it is necessary to know how big the name BPJS Ketenagakerjaan t is as a brand to be known by the public and how well the services provided to participants make satisfaction and loyalty participants can increase. This research was conducted with the aim to find out and analyze the effect of brand equity and service quality on participant satisfaction and its impact on participant loyalty and its impact on the loyalty of BPJS Ketenagakerjaan Jakarta Cilandak Branch Offices. This type of research used in this study is research that is categorized as explanatory research and this research uses survey research methods (survey research method). The population in this study were all companies participating in the BPJS Ketenagakerjaan registered at the Jakarta Cilandak Branch Office as many as 7898 companies and obtained a sample of 250 participants. The results showed that the brand equity variable had a significant positive effect on participant satisfaction. Service quality variable has a significant positive effect on participant satisfaction. Brand equity variable has a positive effect on participant loyalty. Service quality variable has a positive effect on participant loyalty and variable satisfaction of participants has a positive effect on participant loyalty.

Keywords : Brand Equity, Quality of Service, Satisfaction of Participants, Loyalty Participants