Perlindungan hukum bagi perdagangan character merchandising di Indonesia

Pakel, Maria Margaretha (2020) Perlindungan hukum bagi perdagangan character merchandising di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Para pengusaha menggunakan character merchandising dengan tujuan menarik pembeli untuk membeli barang dagangannya. Tidak jarang pelanggan rela membayar lebih mahal karena barang tersebut merupakan kolaborasi dengan karakter favorit atau karakter terkenal. Karakter yang digunakan pada barang disesuaikan dengan target pemasaran dan dalam keadaan-keadaan tertentu seperti pada acara besar, Asean Games atau peluncuran film. Ada 3 tipe character merchandising yaitu merchandising of fictional characters, personality merchandising dan image merchandising. Karakter utama dilindungi oleh Undang-Undang Hak Cipta dan ketika karakter diekploitasi secara komersial dalam bentuk character merchandising maka perlindungannya diatur dalam Undang-Undang Merek dan Indikasi Geografis serta Undang-Undang Desain Industri. Character merchandising dapat berbentuk dua atau tiga dimensi, sebagai contoh tiga dimensi serta suara. Setiap character merchandising memiliki hak moral dan hak ekonomi, dimana karakter tersebut diekploitasi dan menghasilkan pendapatan yang besar. Di Indonesia kesadaran terhadap nilai seni dan budaya masih kurang. Banyak orang menggunakan karya-karya milik orang lain tanpa menuliskan siapa pembuatnya atau bersumber dari mana karya tersebut serta menggunakan karya HKI secara tidak sah. Masih banyak perdagangan character merchandising tiruan atau palsu beredar di pasar Indonesia. Melalui penelitian deskriptif dengan pendekatan bersifat yuridis normatif, penulis mengkaji kaidah atau asas hukum yang berhubungan dengan bagaimana pengaturan perlindungan hukum bagi perdagangan character merchandising dalam sistem hukum HKI dan implementasi pengaturan perdagangan character merchandising di Indonesia. Berdasarkan hal ini peneliti menyimpulkan bahwa diperlukan aturan spesifik yang mengatur mengenai character merchandising dan perubahan atas delik yang digunakan menjadi delik biasa agar pemberantasan barang-barang palsu dapat efektif. Pemerintah atau lembaga terkait juga perlu merubah aturan yang multitafsir agar memberikan kepastian hukum kepada pencipta dan karya yang diciptakan. / Entrepreneurs use character merchandising with the aim of attracting buyers to buy their merchandise. Not infrequently customers are willing to pay more because the item is a collaboration with a favorite character or famous character. The characters used on goods are adjusted to the marketing target and in certain circumstances such as at large events, the Asean Games or film releases. There are 3 types of character merchandising, namely merchandising of fictional characters, personality merchandising and image merchandising. The main character is protected by the Copyright Act and when the character is exploited commercially in the form of character merchandising, the protection is regulated in the Geographical Indications and Indications Law and the Industrial Design Act. Character merchandising can be in two or three dimensions, for example three dimensions and sound. Each character merchandising has moral rights and economic rights, where the character is exploited and generates a large income. In Indonesia awareness of the value of art and culture is still lacking. Many people use other people's works without writing down who the author is or where they come from and illegally use IPR's work. There are still many fake or fake character merchandising trades circulating in the Indonesian market. Through descriptive research with a normative juridical approach, the author examines the rules or principles of law relating to how the legal protection arrangements for trafficking of character merchandising in the IPR legal system and the implementation of trafficking of character trafficking in Indonesia. Based on this, the researcher concludes that specific rules governing character merchandising and changes to offenses that are used become ordinary offenses so that the eradication of counterfeit goods can be effective. The government or related institutions also need to change the rules that are multiple interpretations in order to provide legal certainty to the creator and the work created.

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