<![CDATA[Abstrak Pendaftaran merek merupakan aspek yang sangat penting dalam melindungi kekayaan intelektual, khususnya bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor batik, yang menghadapi tantangan persaingan pasar dan risiko pelanggaran merek. Penelitian ini bertujuan untuk menganalisis urgensi pendaftaran merek bagi pelaku batik UMKM di Kota Surakarta sebagai upaya melindungi produk, meningkatkan daya saing, dan menciptakan kepercayaan konsumen. Metode penelitian yang digunakan adalah pendekatan yuridis normatif dengan data primer dari wawancara dan data sekunder berupa dokumen hukum. Hasil penelitian menunjukkan bahwa tingkat kesadaran pelaku UMKM batik terhadap pentingnya pendaftaran merek masih rendah, meskipun manfaatnya signifikan, seperti mencegah pemalsuan merek batik dan memperkuat identitas produk di pasar nasional maupun internasional. Hambatan utama meliputi kurangnya kesadaran pelaku UMKM tentang merek, mahalnya biaya pendaftaran serta kurangnya sosialisasi dari Dinas Koperasi, UMK dan Perindustrian Kota Surakarta. Oleh karena itu, diperlukan adanya edukasi dan sosialisasi serta dukungan pemerintah, termasuk fasilitasi merek gratis agar mendorong pelaku UMKM Kampung Batik Laweyan Kota Surakarta untuk mendaftarkan merek dagangnya serta memberikan perlindungan hukum demi keberlanjutan usaha mereka. Kata Kunci: Batik, UMKM, Urgensi, Pendaftaran Merek. Abstract Trademark registration is a very important aspect in protecting intellectual property, especially for Micro, Small, and Medium Enterprises (SMEs) in the batik sector, which face the challenges of market competition and the risk of trademark infringement. This study aims to analyze the urgency of trademark registration for batik SMEs in Surakarta City as an effort to protect products, increase competitiveness, and create consumer confidence. The research method used is a normative juridical approach with primary data from interviews and secondary data in the form of legal documents. The results show that the level of awareness of batik SME players of the importance of trademark registration is still low, although the benefits are significant, such as preventing counterfeiting of batik brands and strengthening product identity in national and international markets. The main obstacles include the lack of awareness of SME players about trademarks, the high cost of registration and the lack of socialization from the Surakarta City Cooperative, SME, Industry Office. Therefore, there is a need for education and socialization as well as government support, including free trademark facilitation in order to encourage SME players of Kampung Batik Laweyan Surakarta to register their trademarks and provide legal protection for the sustainability of their businesses. Keywords: Batik, SMEs, Urgency, Trademark Registration.]]>
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