Meningkatkan niat pendaftaran kekayaan intelektual melalui kesadaran dan citra Direktorat Jenderal Kekayaan Intelektual
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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.
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