Improving Trademark Literacy Through Digital Training and Mentoring for MSMEs in the Jawara Depok Community

Abstract

Brand ownership is a crucial form of legal protection for the continued business identity of Micro, Small, and Medium Enterprises (MSMEs). MSMEs are strategic pillars in Indonesia's national economic structure. According to data from the Ministry of Cooperatives and SMEs (2024), MSMEs contribute more than 60% to Gross Domestic Product (GDP) and employ approximately 97% of the national workforce. Despite their significant contribution, MSMEs still face various structural challenges. Unfortunately, most MSMEs in Indonesia do not yet understand the importance of trademark rights and lack the technical skills to register them digitally through the Directorate General of Intellectual Property (DJKI) system. This Community Service activity aims to improve MSME legal literacy through online trademark registration training and assistance. This activity involved 25 business actors who are members of the JAWARA Depok Community, with methods that included counseling, hands-on practice using the DJKI platform, and post-training assistance. Evaluation was conducted through pre- and post-tests using a Likert scale. The results showed an increase in participants' understanding scores from an average of 3.29 to 3.67, a 0.39-point increase. These findings demonstrate that a practice-based educational approach and personal mentoring are effective in improving trademark literacy among MSMEs. This activity also strengthens the synergy between higher education institutions and the community in realizing legally and digitally resilient MSMEs.