Electronic Theses and Dissertation

Secara normatif, Pasal 3, Pasal 83 ayat (1), dan Pasal 100 Undang-Undang Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis menegaskan bahwa hak atas merek timbul setelah pendaftaran, melarang penggunaan merek tanpa hak dan mengatur sanksi pelanggaran. Ketentuan ini bertujuan memberi kepastian hukum dan perlindungan bagi pemilik merek. Namun, dalam praktiknya, peredaran merek fashion terkenal palsu masih marak di Kota Banda Aceh melalui transaksi perdagangan, sehingga merugikan pemilik merek dan berpotensi merugikan konsumen.

Penelitian ini bertujuan untuk menjelaskan faktor-faktor yang menyebabkan terjadinya peredaran merek fashion terkenal palsu di Kota Banda Aceh, dampak yang ditimbulkan dari peredaran merek fashion terkenal palsu terhadap konsumen, serta mengidentifikasi strategi dan upaya aparat penegak hukum dalam meningkatkan perlindungan hukum terhadap merek mengurangi peredaran produk palsu di Kota Banda Aceh.

Metode penelitian yang digunakan adalah penelitian hukum empiris. Data diperoleh melalui wawancara dengan pelaku usaha, konsumen, pihak Kementerian Hukum Aceh, serta didukung studi kepustakaan berupa peraturan perundang-undangan, buku, jurnal hukum, dan dokumen lainnya yang relevan dengan permasalahan penelitian.

Hasil penelitian menunjukkan bahwa peredaran merek fashion terkenal palsu di Kota Banda Aceh disebabkan oleh faktor tingginya permintaan pasar dan preferensi konsumen terhadap kualitas produk, faktor harga dan daya beli masyarakat, serta rendahnya kesadaran hukum pelaku usaha dan konsumen. Dampak peredaran ini dirasakan oleh pengguna merek palsu dan asli. Pengguna merek palsu berisiko mendapatkan kualitas dan daya tahan rendah, sedangkan bagi pengguna merek asli, peredaran tersebut menurunkan eksklusivitas, citra, kepuasan, dan kepercayaan terhadap merek. Upaya penanganan masih bersifat preventif melalui sosialisasi dan edukasi hukum, sementara penegakan represif belum optimal karena minimnya pengaduan pemilik merek.

Normatively, Articles 3, 83(1), and 100 of Law Number 20 of 2016 on Trademarks and Geographical Indications stipulate that trademark rights arise upon registration, prohibit the unauthorized use of trademarks, and provide sanctions for infringement. These provisions are intended to ensure legal certainty and protection for trademark owners. However, in practice, the circulation of counterfeit renowned fashion brands remains prevalent in Banda Aceh City through commercial transactions, causing losses to trademark owners and potentially harming consumers. This study aims to examine the factors contributing to the circulation of counterfeit renowned fashion brands in Banda Aceh City, to analyze the impacts of such circulation on consumers, and to identify the strategies and measures undertaken by law enforcement authorities to enhance legal protection of trademarks and reduce the distribution of counterfeit products in Banda Aceh City. The research employs an empirical legal method. Data were obtained through interviews with business actors, consumers, and representatives of the Aceh Office of the Ministry of Law, supported by a literature review of statutory regulations, legal books, journals, and other relevant documents. The findings indicate that the circulation of counterfeit renowned fashion brands in Banda Aceh City is driven by high market demand and consumer preferences, pricing factors and purchasing power, as well as low legal awareness among business actors and consumers. The impacts are experienced by both users of counterfeit and genuine brands. Consumers of counterfeit products face risks of inferior quality and durability, while for genuine brand users, such circulation diminishes exclusivity, brand image, satisfaction, and trust. Current measures remain largely preventive, focusing on legal awareness and education, while repressive enforcement has not been optimal due to the limited number of complaints filed by trademark owners.