ANALYSIS OF TRADEMARK FILING INTENTION IN INDONESIAN CREATIVE ENTERPRISES

• Main Author: Kristantia, Lidwina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78645
• Institution: Institut Teknologi Bandung

Creative enterprises have a prominent position in Indonesian economic development, making more than 9% of the total enterprises. It is deemed as an important sector for Indonesian economic development due to its focus in human resource and culture. Creative enterprises also played an important role in providing jobs, contributing 11.8 million of local workforce. However, there are several potential risks that are faced by the creative enterprises, one of them is trademark issues. Trademarks are particularly important for creative enterprises, mainly in the form of protection. Despite the importance, the number of trademark registration is still very low. To identify the factor, an exploratory interview is conducted as a pilot research. The interview resulted that the information is the prominent aspect that affects the intention to file trademark. The second phase is the experiment, which see how much of the information can affect the intention. In this phase, it is referred from the previous research that there are three factors determining trademark filing intention, which are Marketing and Benefit, Protection of Imitation, and Exchange, and those are used for a benchmark toward the survey. Despite the pilot result, the experiment exhibits that information does not significantly impacting the factors of trademark filing intention. Thus, the cause of this problem may lie in the society’s mindset, where the trademarks process seems to be costly and unimportant. The suggestion for the further research is to pay attention to other cause that respondents said in the interview. For the government, it is crucial to spread the awareness regarding trademark filing and the harm that may happen if not registering one.