Peningkatan Pemahaman Merek Bagi UMK Di Kelurahan Peterongan Kota Semarang

Abstract

The community service activity carried out by the Master of Laws Team at Universitas Semarang aimed to provide micro, small, and medium enterprises (MSMEs) with a comprehensive understanding of the importance of trademarks as business assets, the procedures for trademark registration, and their legal protection. The urgency of this program stems from the low level of legal literacy among MSME actors regarding trademarks, which often leads to the risk of losing business identity and exclusive rights due to the failure to register their marks. The method employed was face-to-face socialization at the Peterongan Village Hall, featuring material presentations by speakers, interactive discussions, case studies, and simulations of online trademark registration through the Directorate General of Intellectual Property. The outcomes of this activity included a significant increase in participants’ knowledge, as measured by pre-tests and post-tests, with an average improvement of 54%. In addition, participants received practical guidelines for trademark registration and gained strategic insights into brand management, thereby strengthening their business competitiveness. Other outputs included posters, a journal publication, and a video uploaded on YouTube. The conclusion drawn from this activity is that socialization proved effective in raising awareness and enhancing the skills of MSME actors in managing and protecting their trademarks. Recommendations include the immediate registration of trademarks by MSME owners, support from local governments through mentoring programs and financial assistance for registration fees, as well as the continuation of similar community service programs by Universitas Semarang on other relevant themes to further strengthen the entrepreneurial capacity of society.

Kegiatan pengabdian masyarakat yang dilaksanakan oleh Tim Magister Hukum Universitas Semarang bertujuan untuk memberikan pemahaman komprehensif kepada pelaku UMK mengenai arti penting merek sebagai aset usaha, prosedur pendaftaran merek, serta perlindungan hukumnya. Urgensi kegiatan ini didasari oleh rendahnya tingkat literasi hukum pelaku UMK terkait merek, sehingga banyak usaha yang berpotensi kehilangan identitas dan hak eksklusif akibat tidak mendaftarkan mereknya. Metode yang digunakan adalah sosialisasi secara tatap muka di Balai Kelurahan Peterongan, disertai pemaparan materi oleh narasumber, diskusi interaktif, studi kasus, dan simulasi pendaftaran merek secara daring melalui Direktorat Jenderal Kekayaan Intelektual. Luaran yang dicapai dari kegiatan ini meliputi peningkatan signifikan pemahaman peserta yang terukur melalui pre-test dan post-test, di mana terjadi rata-rata kenaikan pemahaman sebesar 54%. Selain itu, peserta memperoleh panduan praktis pendaftaran merek dan pemahaman strategis mengenai pengelolaan merek untuk memperkuat daya saing usaha. Luran lai berupa Poster, jurnal dan video yang diunggap di Yutube. Simpulan dari kegiatan ini adalah bahwa sosialisasi terbukti efektif dalam meningkatkan kesadaran dan keterampilan pelaku UMK dalam mengelola dan melindungi merek. Saran yang diberikan meliputi perlunya pelaku UMK segera mendaftarkan merek usahanya, dukungan pemerintah daerah melalui program pendampingan dan bantuan biaya pendaftaran, serta keberlanjutan program pengabdian serupa dari Universitas Semarang untuk tema-tema lain yang relevan guna memperkuat kapasitas usaha masyarakat.