The Objectives of Informal Workers in Denpasar City to Become Participants of BPJS Ketenagakerjaan

This study aims to determine the role of product knowledge and subjective norms in influencing the brush and intention of informal workers to become BPJS Ketenagakerjaan participants in Denpasar City. The research sample was 188 respondents, taken using Purposive Sampling techniques, with the criteria of respondents namely informal sector workers, especially those who worked as traders, fishermen, laborers, and transportation services, who were in Denpasar City. Data is processed using Partial Least Square (PLS) analysis techniques with the help of SmartPLS 3. The results of the study show that (1) Product knowledge has a positive and significant effect on the attitude of informal workers, (2) Product knowledge has a positive and significant effect on the intention to become BPJS Ketenagakerjaan participants, (3) Attitudes have a positive and significant effect on the intention to be a participant, and (4) Subjective norms have a positive and significant effect on the intention to become a participant. Keywords: product knowledge, subjective norms, attitude of informal workers, and intentions of informal workers