Meningkatkan niat pendaftaran kekayaan intelektual melalui kesadaran dan citra Direktorat Jenderal Kekayaan Intelektual
Main Article Content
Abstract
This study aimed to investigate the role of institutional awareness and institutional image on the intention to register with the Directorate General of Intellectual Property. The population targeted in this study includes all Instagram followers of the Directorate General of Intellectual Property. The sampling technique was carried out by purposive sampling through a questionnaire with Google Form, then through the sampling method, a total of 300 followers of the Directorate General of Intellectual Property’s Instagram account participated in the study, then analyzed with PLS-SEM. The research findings confirm that institutional awareness affects the intention to register. Furthermore, the results of the analysis also confirmed that a positive institutional image will lead to a high intention to register. The research findings also demonstrate that the presence of the institutional image can act as a mediating variable between institutional awareness and intention to enroll. This research can contribute to the Directorate General of Intellectual Property in increasing public awareness and strengthening the image of the institution to encourage the intention to register intellectual property.
Penelitian ini ditujukan untuk menginvestigasi peran kesadaran lembaga dan citra lembaga terhadap niat mendaftar pada Direktorat Jenderal Kekayaan Intelektual. Populasi yang ditargetkan pada penelitian ini mencakup seluruh pengikut Instagram Direktorat Jenderal Kekayaan Intelektual. Teknik pengambilan sampel dilakukan dengan purposive sampling melalui kuesioner dengan Google Form, kemudian melalui metode penentuan sampel, diperoleh sejumlah 300 pengikut akun Instagram Direktorat Jenderal Kekayaan Intelektual yang berpartisipasi dalam penelitian, kemudian dianalisis dengan PLS-SEM. Temuan penelitian mengkonfirmasi bahwa kesadaran lembaga berpengaruh terhadap niat mendaftar. Lebih lanjut, hasil analisis juga menegaskan bahwa citra lembaga yang positif akan mengarah pada niat mendaftar yang tinggi. Temuan penelitian juga mendemonstrasikan bahwa adanya citra lembaga mampu berperan sebagai variabel mediasi antara kesadaran lembaga dan niat mendaftar. Penelitian ini mampu memberikan kontribusi bagi Direktorat Jenderal Kekayaan Intelektual dalam meningkatkan kesadaran masyarakat dan memperkuat citra lembaga sehingga mendorong niat untuk mendaftarkan kekayaan intelektual.
Article Details

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Agatha, C., Tumbel, A., & Soepeno, D. (2019). Pengaruh brand image dan electronic word of mouth terhadap minat beli konsumen Oriflame di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(1), 131–140. https://doi.org/10.35794/emba.v7i1.22291
Aptaguna, A., & Pitaloka, E. (2016). Pengaruh kualitas layanan dan harga terhadap minat beli jasa Go-Jek. Widyakala Journal, 3, 49–56. https://doi.org/10.36262/widyakala.v3i0.24
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7–8), 910–925. https://doi.org/10.1108/03090560510601833
Bahrunsyah, M. A., & Iskandar, D. A. (2018). Pengaruh bauran promosi dan brand awareness terhadap minat beli topi kulit eervoleather. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 1(1), 37–46. https://doi.org/10.36407/jmsab.v1i1.18
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600–609. https://doi.org/10.1016/j.chb.2015.03.023
Darmawan, P. A. D. T., Yasa, P. N. S., Wahyuni, N. M., & Dewi, K. G. P. (2022). Pengaruh elektronic word of mouth dan citra merek terhadap niat beli. Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 89–100. https://doi.org/10.38043/jimb.v7i1.3679
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hakim, L. L., & Keni. (2020). Pengaruh brand awareness, brand image dan customer perceived value terhadap purchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(3), 81–86. https://doi.org/10.24912/jmbk.v4i3.7921
Kodu, S. (2019). Harga, kualitas produk dan kualitas pelayanan pengaruhnya terhadap keputusan pembelian mobil Toyota Avanza. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(3), 1251–1259. https://doi.org/10.35794/emba.1.3.2013.2536
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Prentice-Hall.
Mahmudah, I. S., & Tiarawati, M. (2014). Pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian Pond’s Flawless White. BISMA (Bisnis dan Manajemen), 6(2), 98–105. https://doi.org/10.26740/bisma.v6n2.p98-105
Mulyono, H. (2016). Brand awareness and brand image of decision making on university. Jurnal Manajemen dan Kewirausahaan, 18(2), 163–173. https://doi.org/10.9744/jmk.18.2.163–173
Pratomo, S. A., & Nasrulloh, R. S. (2019). Analisis standarisasi produk dan perlindungan hak kekayaan intelektual sebagai pemetaan kekayaan intelektual Daerah Jawa Tengah. Makro: Jurnal Manajemen dan Kewirausahaan, 4(2), 133–149. https://doi.org/10.36467/makro.2019.04.02.02
Sari, S., Syamsuddin, S., & Syahrul, S. (2021). Analisis brand awareness dan pengaruhnya terhadap buying decision mobil Toyota Calya di Makassar. Journal of Business Administration (JBA), 1(1), 37–48. https://doi.org/10.31963/jba.v1i1.2678
Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Suryaningsih, I. B. (2020). Co-shopper and price moderation in the influence of tourist ethnocentrism and brand images on purchase intention. BISMA (Bisnis dan Manajemen), 12(2), 125–139. https://doi.org/10.26740/bisma.v12n2.p124-139
Tariq, M., Tanveer, A., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102. https://www.ssoar.info/ssoar/handle/document/51876
Thamrin, G., Bernarto, I., & Kawata, Y. (2020). The influence of trust, satisfaction, value, and brand image on loyalty. BISMA (Bisnis dan Manajemen), 12(2), 168–185. https://doi.org/10.26740/bisma.v12n2.p168-185
Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Journal of Brand Management, 11(5), 388–402. https://doi.org/10.1057/palgrave.bm.2540184
Wedayanti, K. A., & Ardani, I. G. A. K. S. (2020). Peran brand image memediasi pengaruh electronic word of mouth dan brand awareness terhadap niat beli. E-Jurnal Manajemen Universitas Udayana, 9(6), 2434–2454. https://doi.org/10.24843/ejmunud.2020.v09.i06.p19
Willyanto, A., & Lego, Y. (2022). Analisis pengaruh kesadaran merek, e-wom, dan harga yang dipersepsikan terhadap niat pembelian Croffle Dear Butter. Jurnal Manajerial dan Kewirausahaan, 4(2), 271–278. https://doi.org/10.24912/jmk.v4i2.18202
Yosefine, C., & Budiono, H. (2023). Pengaruh kesadaran merek, citra merek, dan kepercayaan merek terhadap minat beli produk innisfree pada mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Tarumanagara. Jurnal Manajerial dan Kewirausahaan, 5(2), 277–286. https://doi.org/10.24912/jmk.v5i2.23395