Vol. 5, No. 12, December 2024

E-ISSN: 2723 - 6692

P-ISSN: 2723 - 6595

http://jiss.publikasiindonesia.id/

Journal of Indonesian Social Sciences, Vol. 5, No. 12, December 2024 3382

KEYWORDS

ABSTRACT

Strategy Management; PKH;

Empowerment; Nusantara

Economic Hero

The Family Hope Program (PKH) is a conditional cash transfer

initiative in Indonesia aimed at reducing poverty and improving

access to education, health, and welfare services among Beneficiary

Families (KPM). Despite its success, ensuring that KPM achieve

independence and prosperity remains a key challenge. This study

examines the strategic management practices of the Ministry of

Social Affairs in promoting self-reliance among KPM. Using a

qualitative descriptive approach, data were collected through

literature and documentation studies. The analysis focused on the

Ministry's planning, implementation, and evaluation processes,

alongside the integration of the PENA (Nusantara Economic Hero)

empowerment program. Findings reveal that the Ministry employs

strategic management from data collection and program

distribution to monitoring and evaluation. The PENA program,

targeting entrepreneurial development, has enhanced the capacity

of KPM to achieve economic independence. However, gaps in

resource accessibility and program coverage persist. The study

concludes that while strategic management significantly contributes

to the effectiveness of PKH, expanding empowerment initiatives and

fostering inter-agency collaboration are crucial for achieving

broader impacts. Recommendations include extending the PENA

program and conducting comprehensive evaluations to guide future

policy enhancements.

Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

Introduction

The Ministry of Social Affairs is a ministry entrusted by the state to carry out one of the national

programs, namely the Family Hope Program (PKH). PKH is a program to provide conditional social

assistance to poor and vulnerable families which in international terms is called conditional cash

transfer (CCT) (Inter-American Development Bank, 2017). Social assistance is provided in order to

encourage people to access education, health services and also social welfare services (Zastrow,

2017), especially to people who have pregnant women, early childhood, school-age children

(elementary to high school), the elderly and people with disabilities in their families. Compensation

Strategic Management of the Ministry of Social Affairs in

Promoting Self-Reliance and Prosperity Among Beneficiary

Families of the Family Hope Program

Risna Kusumaningrum, Anisa Nurlitasari, Budi Supriyatno, Azis Hakim,

Christian Haposan

Universitas Krisnadwipayana, Jakarta, Indonesia

Email: riku.chrysalis@gmail.com, anisa.nurlitasar[email protected]m, fiaunkris@unkris.ac.id,

christian.hapo[email protected]m

Correspondence: riku.chrysalis@gmail.com

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in the form of cash is intended to maintain the purchasing power of the poor and residents who are

slightly above the poverty line so that their purchasing power does not decrease. This assistance is

also not intended as a substitute for overall household expenditure, but is intended as a temporary

additional income so that there is no decrease in purchasing power and can help in accessing basic

services such as education and health. In addition, cash is given to prevent long-term negative impacts

such as asset sales, school dropouts, migration, and crime.

The Ministry of Social Affairs has stated in the PKH Implementation Guidelines that the

objectives of PKH are: (a) improving the standard of living of Beneficiary Families (KPM) through

access to education, health, and social welfare services; (b) reducing the burden of MOE expenses; (c)

forming awareness of KPM in accessing health and education services as well as social welfare; (d)

improving the ability of KPM to utilize formal financial products and services; and (e) improving the

ability of KPM to carry out social responsibilities and roles.

The following is the development of the number of KPM PKH and the budget allocated for the

program from 2007 to 2019.

Figure 1. the development of the number of KPM PKH and the budget allocated for the

program from 2007 to 2019

If you look at the budget structure where this year reaches 28 trillion rupiahs, and the target of

the PKH program is 10 million KPM, the Ministry of Social Affairs has a great responsibility, especially

in ensuring that the social assistance is on target, in the right amount and on time.

PKH, which has been running since 2007, is certainly not designed to make KPM dependent on

the social assistance provided. The purpose of the PKH program itself is for them to become

independent and prosperous in meeting their life needs. In this regard, how is the strategic

management carried out by the Ministry of Social Affairs in realizing a prosperous KPM PKH?

This research describes the strategic management carried out by the Ministry of Social Affairs

to encourage KPM PKH to be independent and prosperous. It provides an overview of the

implementation of strategy management, from planning to implementation.

Existing studies on PKH primarily focus on its implementation, impact, and effectiveness in

reducing poverty. However, research exploring the strategic management practices underlying PKH,

particularly the integration of empowerment initiatives like the Nusantara Economic Hero (PENA)

program, remains limited. This study fills this gap by analyzing the Ministry of Social Affairs'

comprehensive strategies for achieving KPM independence, emphasizing collaboration with external

stakeholders and program innovations.

The novelty of this research lies in its focus on the strategic interplay between social assistance

and empowerment initiatives. By examining the implementation of the PENA program and its role in

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fostering entrepreneurial capabilities, this study provides fresh insights into how PKH can be

enhanced to achieve greater socioeconomic impacts and sustainable outcomes.

Research Methods

Research Approach

This research uses a qualitative approach where the mindset to be used is inductive. The

research departs from existing facts and data from field findings will be juxtaposed using theoretical

thinking or in the formation of new concepts (Neuman, 2006). The location of the research is the

Ministry of Social Affairs of the Republic of Indonesia on Jalan Salemba Raya Number 28 Jakarta.

Data Collection Techniques

The data collection technique is a literature study of secondary data in the form of writings and

videos issued by the official social media platform owned by the Ministry of Social Affairs. This study

uses data collection techniques such as observation, documentation, and interviews.

Data Analysis Techniques

Furthermore, the secondary data collected is read and studied, marked with keywords and

taken ideas and themes in the data, to then record the models found and then code (McDrury in

Moleong, 2007). Themes will be grouped and analyzed in a qualitative descriptive manner according

to the research objectives.

Results and Discussion

Strategic Management Carried out by the Ministry of Social Affairs

In implementing various programs, of course, the Ministry of Social Affairs needs to set its

vision and mission. The following is an overview of the vision, mission, and goals of the Ministry of

Social Affairs (Adema, 2006).

Figure 2. the Ministry of Social Affairs

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If seen in the chart, the Ministry of Social Affairs has not only set a vision, mission and goals, but

also strategic goals to be achieved, one of which is contributing to reducing the number of poor and

vulnerable people. Considering that the target of PKH is a poor and vulnerable group of people, it can

be concluded that PKH is one of the programs implemented by the Ministry of Social Affairs in order

to achieve this strategic goal. This is in line with Krisandi's opinion that strategic management is a

series of processes for determining organizational goals, strategies, policies and various programs to

achieve the intended goals, as well as determining methods that ensure the implementation of

strategies and policies properly.

In achieving strategic goals, the Ministry of Social Affairs also determines several planning

efforts in the implementation of its program, namely PKH. PKH is also designed to achieve certain

goals. The objectives of PKH are a) improving the standard of living of KPM through access to

education, health, and social welfare services; (b) reducing the burden of MOE expenses; (c) forming

awareness of KPM in accessing health and education services as well as social welfare; (d) improving

the ability of KPM to utilize formal financial products and services; and (e) improve the ability of KPM

to carry out social responsibilities and roles.

The implementation of PKH in all provinces in Indonesia, there are a series of stages (business

processes) that are carried out, namely (a) determination; (b) PKH distribution; (c) MOE assistance;

(d) evaluation of KPM membership; and or (e) termination. This is stated in the Draft Regulation of

the Minister of Social Affairs on the Family Hope Program which is currently still in the public test

stage. This regulation also contains general provisions, rights and obligations of KPM PKH, PKH

assistance, PKH implementation mechanism, changes in KPM data, monitoring and evaluation,

complaints, financing and also other provisions that are considered relevant to the sustainability of

the program.

The determination of KPM PKH is the starting point for how then the data of program recipients

is validated and verified so that it is right on target. The data proposal is submitted by the local

government through the Integrated Social Welfare Data (DTKS) which is authorized by the Regional

Head through the New Generation Social Welfare Information System (SIKS NG) application. This data

proposal is then determined by the Minister of Social Affairs by matching the data to the Dukcapil

every month. The determination of DTKS every month is carried out as a response to data changes

that occur in the community.

The distribution of PKH is a very important process to monitor accountability considering that

this program has a large budget of 28 trillion rupiah for 10 million KPM in the 2023 fiscal year. In

distributing assistance to program recipients, the Ministry of Social Affairs collaborates with

Banks/Distribution Posts. The determination of the assistance index is made in accordance with the

membership category owned by KPM. The distribution of PKH regulates matters that include opening

accounts, issuing social welfare cards (KKS) along with their distribution and activation so that KPM

can disburse the assistance.

In addition to distribution, in the program stage there is PKH assistance which is no less

important. As a conditional social assistance, PKH is a program that has the highest number of social

companions in Indonesia. The current number of PKH human resources is 35,138 people with 34,144

social assistants, of which the rest are coordinators in the regions in stages. PKH assistance includes

a series of activities carried out in order to lead KPM towards independence. The companion is

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responsible for checking the membership categories owned by the KPM and also verifying the

eligibility of the KPM continuously.

Participation evaluation is also important so that the KPM does not become dependent on the

program and becomes difficult to become independent. If the KPM is considered capable or

independent and no longer suitable to receive PKH, then the companion is obliged to propose to the

Ministry of Social Affairs to terminate the KPM.

In carrying out public policies, monitoring and evaluation are needed by stakeholders.

Monitoring is carried out in order to ensure that the implementation of PKH is on target, on time, in

the right amount and in the right administration. The implementation is not only by the central

government but also by local governments, especially Regional Heads. Meanwhile, the evaluation is

carried out in order to measure the success or failure of the program. The results of the evaluation

are used in the context of planning materials for program improvement.

Considering that PKH is a national program whose target concerns the lives of many people and

throughout Indonesia, a complaint system was built. Complaints about the implementation of PKH

were formed to ensure the principles of openness and accountability of the program to the

community. Complaints can be made by individuals, groups, or institutions that are submitted to the

Ministry of Social Affairs through the Command Center, the national public service complaint

management system, aspiration services, online complaints from the community, and district/city

and provincial social services.

In carrying out government, decision-making or steps that need to be taken by the

implementing organization in order to achieve the goals are needed. This is very important,

considering that the government is close to public policies that significantly impact society. For this

reason, strategic management is needed. There are several definitions or definitions expressed by

experts about strategic management. One of them is Krisnandi et al. (2019) strategic planning or

strategic management is a series of processes for determining organizational goals, strategies,

policies and various programs to achieve the intended goals, as well as determining methods that

ensure the implementation of strategies and policies properly. This means that strategic management

is nothing but a collection of various strategies launched in various management aspects to maximize

their various implementations. Meanwhile, according to Assauri (2017) strategy management is a

decision-making process to utilize company resources effectively and efficiently in the company's

ever-changing environmental conditions (Baird et al., 2011). Like other aspects or functions of

management, maximizing resources is always the main goal to be achieved. Based on the definition

of strategic management according to the above experts, it can be concluded that strategic

management is a series of processes of determining or determining the formulation of directions,

methods, policies, goals, and various other aspects in an organization's management to ensure that

the implementation and actualization of management and organization can be carried out properly

and in accordance with the desired needs.

PKH, as a national program, has a significant impact on society. The proposed poverty data

submitted from the regions to the Ministry of Social Affairs through DTKS as of August 2023 has

reached 139,085,602 people. Although DTKS is not intended for proposals for PKH social assistance

recipients only, but other social assistance programs such as basic necessities, social rehabilitation

assistance assistance, empowerment programs or BPJS Kesehatan contribution recipients, it is

undeniable that there are still many proposals from regions that want to get PKH, even though this

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program is only allocated to 10 million families. For this reason, the determination of membership

data is the beginning of efforts to make the program effective. One of the strategic management

carried out in order to support the accuracy of the target is through the matching of DTKS with data

in Dukcapil (Cahyono & Iryani, 2018).

After the data is determined, the Ministry of Social Affairs is responsible for distributing PKH

social assistance in the form of cash to program recipients. Cooperation with bank

institutions/distribution posts is one of the decisions taken to minimize the misappropriation of

social assistance by irresponsible parties. By opening an account on behalf of the recipient of social

assistance directly, the assistance money from the government can be directly channeled to KPM. In

addition, the existence of KPM who then have an account at the bank, they become educated on how

to use ATM cards where this is in line with one of the program objectives, which is to improve KPM's

ability to utilize formal financial products and services.

In order to form KPM awareness in accessing health and education services as well as social

welfare and improving KPM's ability to carry out its social responsibilities and roles, assistance in the

form of social assistance is needed. The assistance aims to ensure that KPM receives rights and fulfills

its obligations in accordance with the provisions set out in the program. In addition, PKH assistants

are tasked with educating and socializing about PKH, helping to monitor the implementation of PKH

distribution in coordination with provincial regional social services, district/city regional social

services, and/or Banks/Distribution Posts in the context of PKH distribution, assisting in verifying

the eligibility of KPM in receiving PKH, assisting in evaluating KPM membership and assisting in

proposing the replacement and elimination of KPM in PKH. The elaboration of companion duties is a

form of resource management, especially human resources in the implementation of programs in the

field. This is in line with the definition of Strategic Management according to Assauri (2017) which

utilizes existing resources to achieve organizational goals. PKH human resources, which number

35,138 throughout Indonesia, are a strategic resource for making changes for KPM in moving towards

independence.

After the KPM receives assistance, the strategic step that needs to be taken is evaluating KPM

membership. KPM cannot forever depend on government programs, but must strive to create

independence for themselves and their families. Membership evaluation is part of strategic

management to achieve the program's goals. By conducting periodic evaluations, the Ministry of

Social Affairs has also made efforts to accommodate data in DTKS that still do not receive PKH. If in

the evaluation of participation, it is found that the KPM is economically established and is considered

no longer feasible to receive the social assistance program, then the Ministry of Social Affairs needs

to terminate the KPM in question.

Strengthening the Empowerment Program for KPM PKH for Independence and Prosperity

In achieving an independent and prosperous KPM PKH, the Ministry of Social Affairs not only

focuses on social assistance programs , but also strives through several empowerment programs that

involve the role of not only the organizational structure within the Ministry of Social Affairs, but also

involves external stakeholders who are considered to be able to cooperate or collaborate in order to

achieve the goals in question.

The empowerment program that is currently being given by the Ministry of Social Affairs to

KPM PKH is known as the PENA program which is short for Heroes of the Archipelago Economy. This

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program targets various family members in PKH who have potential both in terms of manpower,

productive age or business start-ups, especially in the informal sector to then improve their

accessibility in reaching wider resource systems. The PENA program is adjusted to the business start-

up or potential characteristics owned by each KPM and its region of origin, considering that the

potential of resources owned by each region is also different.

PKH Companions as human resources who are at the spearhead of the program and are

considered the closest party to reach KPM are asked to conduct initial data collection for KPM who

are worthy of training in this PENA program. The data was collected at the Directorate of Social

Security as a work unit that supports PKH and then forwarded to other work units, namely the

Directorate General of Social Empowerment as the support of the PENA program and also the Center

for Social Welfare Education and Training which is involved in providing training to the KPM in

question.

The PENA program training is given every week through PENA TV which is broadcast on the

Ministry of Social Affairs' Youtube channel. From the media selected for publication, it illustrates that

the Ministry of Social Affairs is also trying to facilitate access for the wider community to learn this

training and not only for KPM PKH. In addition, through the media, many videos describe the success

journey of KPM who have received the PENA program and succeeded in developing their business to

reach a turnover of millions of rupiah. Social media channels that are easily accessible to the wider

community can also be a means of public communication about the performance of the Ministry of

Social Affairs to improve people's welfare.

Collaboration between social assistance programs and programs that are social empowerment

is part of the strategic management carried out by the Ministry of Social Affairs in achieving its goals.

The Ministry of Social Affairs does not only focus on providing "fish", but also "hooks" as a tool for

them to work to support their own needs so that they become independent and prosperous. The

empowerment program is given not only in order to prevent them from becoming dependent on

social assistance, but also to increase the accessibility that KPM often faces to increase their efforts.

This is in line with the opinion of Krisnandi et al. (2019) that strategic planning or strategic

management is a series of processes for determining organizational goals, strategies, policies and

various programs to achieve the intended goals, as well as determining methods that ensure the

implementation of strategies and policies properly.

Conclusion

The Ministry of Social Affairs has established and managed strategies in implementing PKH

throughout Indonesia starting from the initial stage of data collection to the implementation of

monitoring and evaluation at the end of the program. The strategic management carried out by the

Ministry of Social Affairs through PKH does not only focus on social assistance programs but also

social empowerment programs, namely PENA which aims for the independence and welfare of KPM

PKH. In the implementation of strategic management, the Ministry of Social Affairs not only

empowers internal resources, but also external stakeholders who are considered to be able to

accelerate the achievement of goals.

The Ministry of Social Affairs suggested that the target of the PENA program needs to be

expanded so that it can reach more KPM PKH who have been receiving social assistance for a long

time and have not received empowerment programs. Relevant ministries such as Bappenas, the

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Coordinating Ministry for Human Development and Culture (Kemenko PMK) and also the Ministry of

Finance need to conduct a scientific study to see the impact of the program further so that it is

expected to be an input if an additional budget is needed in the future.

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