Kesadaran Hukum Sarjana Hukum Sebagai Pelaku Usaha Fashion Terhadap Pentingnya Pendaftaran Merek (Studi pada Pelaku Usaha Mikro dan Kecil di Kabupaten Pekalongan)

Zahra, Jenny Fatimatuz (2026) Kesadaran Hukum Sarjana Hukum Sebagai Pelaku Usaha Fashion Terhadap Pentingnya Pendaftaran Merek (Studi pada Pelaku Usaha Mikro dan Kecil di Kabupaten Pekalongan). Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

Pendaftaran merek menjadi langkah penting bagi pelaku usaha dalam mengamankan perlindungan hukum atas produknya. Kendati demikian, data menunjukkan bahwa pendaftaran merek di Kabupaten Pekalongan masih sangat minim, termasuk diantaranya pelaku usaha yang bergelar Sarjana Hukum. Penelitian ini bertujuan untuk menganalisis tingkat kesadaran hukum Sarjana Hukum sebagai pelaku usaha fashion di Kabupaten Pekalongan terhadap kewajiban pendaftaran merek serta mengidentifikasi faktor-faktor yang mempengaruhinya. Penelitian ini merupakan penelitian hukum empiris dengan pendekatan kualitatif. Data primer diperoleh melalui wawancara mendalam (in-depth interview) dan observasi terhadap 13 (tiga belas) informan yang merupakan Sarjana Hukum sekaligus pelaku usaha fashion berskala mikro dan kecil di Kabupaten Pekalongan, yang dipilih menggunakan teknik purposive sampling. Data sekunder bersumber dari peraturan perundang-undangan, literatur hukum, dan penelitian terdahulu yang relevan. Analisis data dilakukan menggunakan teknik analisis interaktif Miles dan Huberman, meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Kesadaran hukum diukur melalui empat indikator menurut Soerjono Soekanto, yaitu pengetahuan hukum (law awareness), pemahaman hukum (law acquaintance), sikap hukum (legal attitude), dan perilaku hukum (legal behavior). Hasil penelitian menunjukkan bahwa tingkat kesadaran hukum Sarjana Hukum sebagai pelaku usaha fashion di Kabupaten Pekalongan terhadap kewajiban pendaftaran merek berada pada kategori sedang. Meski sebagian besar telah memahami regulasi merek dan bersikap positif terhadap pentingnya pendaftaran, namun hanya dua dari 13 (tiga belas) informan (15,4%) yang telah mendaftarkan mereknya ke DJKI. Faktor-faktor yang mempengaruhi rendahnya pendaftaran merek antara lain keterbatasan waktu, kurangnya penghayatan urgensi, kesenjangan antara pengetahuan teoritis dan praktik, persepsi negatif terhadap prosedur, beban biaya, minimnya sosialisasi pemerintah daerah, keterbatasan akses layanan DJKI, serta budaya usaha yang belum menjadikan pendaftaran merek sebagai praktik yang lazim. Kondisi ini mencerminkan fenomena gap antara law in books dan law in action. Kata Kunci: Kesadaran Hukum, Sarjana Hukum, Pelaku Usaha Fashion, Pendaftaran Merek   ABSTRACT Jenny Fatimatuz Zahra (10222060), 2026, Legal Awareness of Bachelor of Law as Fashion Business Actors Regarding the Importance of Trademark registration (A Study on Micro and Small Business Actors in Pekalongan Regency) Supervisor: Anindya Aryu Inayati, S.H.I, M.P.I. Trademark registration is a crucial step for business actors in securing legal protection for their products. Nevertheless, data indicates that trademark registration in Pekalongan Regency remains remarkably low, including among business actors who hold a Bachelor of Laws degree. This study aims to analyze the level of legal awareness of law graduates who operate as fashion entrepreneurs in Pekalongan Regency regarding the obligation of trademark registration, as well as to identify the factors that influence it. This study employs an empirical legal research method with a qualitative approach. Primary data were collected through in-depth interviews and observations with thirteen informants who are law graduates and simultaneously micro and small-scale fashion entrepreneurs in Pekalongan Regency, selected through purposive sampling. Secondary data were derived from legislation, legal literature, and relevant prior studies. Data analysis was conducted using the interactive analysis technique of Miles and Huberman, comprising data reduction, data presentation, and conclusion drawing. Legal awareness was measured through four indicators proposed by Soerjono Soekanto, namely legal knowledge (law awareness), legal understanding (law acquaintance), legal attitude, and legal behavior. The findings indicate that the level of legal awareness among law graduates operating as fashion entrepreneurs in Pekalongan Regency regarding the obligation of trademark registration falls within the moderate category. Although the majority of informants demonstrated an understanding of trademark regulations and expressed a positive attitude toward the importance of registration, only two out of thirteen informants (15.4%) had formally registered their trademarks with the Directorate General of Intellectual Property (DGIP). The factors contributing to the low rate of trademark registration include time constraints, insufficient appreciation of registration urgency, a gap between theoretical knowledge and practical application, negative perceptions of the registration procedure, financial burden, inadequate socialization by local government, limited access to DGIP services, and a business culture that has yet to establish trademark registration as a standard practice. This condition reflects the phenomenon of a gap between law in books and law in action. Keywords: Legal Awareness, Bachelor of Law, Fashion Entrepreneurs, Trademark Registration

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