Analisis Pengaruh Konflik Merek Dagang Terhadap Perhatian Publik pada Perlindungan HKI
DOI:
https://doi.org/10.30736/informatika.v9i1.1166Keywords:
Analisis korelasi, Perhatian publicAbstract
Merek merupakan media pemasaran dan ciri unik bagi pelaku usaha untuk menarik pelanggan. Di Indonesia, perlindungan hukum atas merek diproses oleh Direktorat Jenderal Hak Kekayaan Intelektual (DJHKI). Perlindungan hukum ini memberikan hak eksklusif penggunaan merek dan melindungi merek tersebut dari tindakan plagiarisme. Penelitian terdahulu dengan pendekatan kualitatif menyatakan sengketa antara “MS Glow” dan “PS Glow” menandakan kesadaran publik yang rendah pada perlindungan kekayaan intelektual. Pada penelitian ini, digunakan pendekatan campuran berdasarkan data yang diperoleh melalui Google Trends dan berita media massa untuk menganalisis perubahan perhatian publik pada isu kekayaan intelektual. Sengketa antara “MS Glow” dan “PS Glow” digunakan sebagai acuan untuk mengidentifikasi perubahan tren intensitas pencarian pada kata kunci “HaKI”, “Paten”, dan “HKI”. Penelitian menemukan tidak adanya korelasi yang signifikan antara intensitas pencarian web pada kata kunci “MS Glow” atau “PS Glow” terhadap “HaKI”, “Paten”, dan “HKI”. Sementara pada intensitas pencarian YouTube, ditemukan korelasi signifikan bernilai positif antara kata kunci “MS Glow” terhadap “HaKI” dan bernilai negatif terhadap “HKI”. Temuan ini mengindikasikan rendahnya perhatian publik terhadap perlindungan kekayaan intelektual melalui pencarian web. Di saat yang sama, terdapat peningkatan perhatian terhadap kata kunci kekayaan intelektual melalui pencarian YouTube.
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