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PERSPEKTIF
Available online http://ojs.uma.ac.id/index.php/perspective
Service Improvement Strategy Directorate General of Intellectual Property Becomes the World Class Intellectual Property Office
Nofli1, Murtir Jeddawi2, Romly Arsyad2, & Prio Teguh2
1Doctoral Program, Government Science Study Program, Institut Pendidikan Dalam Negeri, Indonesia
2Government Science study program, Institut Pendidikan Dalam Negeri, Indonesia
Received: May 8, 2022; Reviewed: May 28, 2022; Accepted: August 31, 2022
Abstract
In the current era, the government implements e-Government as one of the steps taken to deal with the changes that occur in implementing public services to the community. As it is known that rapid technological developments have had an impact on the field of IP. DJKI is an institution entrusted with the authority to regulate and manage the IP system within the framework of government tasks. This research aims to: To analyze and describe the implementation of the implementation of intellectual property rights services by DJKI in realizing The World Class Intellectual Property Office. To construct the strategy model undertaken by DJKI in realizing The World Class Intellectual Property Office. The research method used is a descriptive qualitative method approach. The results of the study are: The implementation of intellectual property rights services by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights in realizing The World Class Intellectual Office is described as getting better, this can be seen from the digital transformation carried out by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights; The strategy model construction carried out by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights in realizing The World Class Intellectual Property Office is the NOFLI model (Needs, Opportunity, Future, Leadership and Intelligence).
Keywords: Strategy; Service; Intellectual Property
How to Cite: Nofli. Jeddawi, M. Arsyad, R. & Teguh, P. (2023). Service Improvement Strategy of the Directorate General of Intellectual Property to Become the World Class Intellectual Property Office.
PERSPEKTIF, 12(3): 747-758
*Corresponding author:
E-mail: [email protected] ISSN 2085-0328 (Print)
ISSN2541-5913(Online)
INTRODUCTION
In the era of globalization, the power of ideas has a more prominent role than material power or money. Smart ideas that are embodied in new creations, innovations and designs are even more effective in changing human civilization(Hariyani et al., 2020). The creations, innovations and new designs are categorized as Intellectual Property (hereinafter referred to as IP).
In the Microsoft Encarta Dictionary it is stated that Intellectual Property (hereinafter referred to as KI) or Intellectual Property is included as a noun with the meaning of wealth or original works protected by law with the criteria of original creative works that can be manifested in tangible form either through patents, brands, or copyrights, and other forms of intellectual property (Suharno, 2014)IP as a form of wealth originating from human intellectual abilities has broad and unlimited dimensions. The forms that are known to this day are copyright and industrial property.
Anything produced by human intellectual abilities can be said to be KI. However, the potential for each property to be commercialized is different.
The term IP has a moral dimension, in which anyone involved in generating wealth must write his name in the intellectual property document. Mentions in the form of references have been accommodated for writing or writing in various scientific works. The message conveyed in writing such references is) in order to appreciate the intellectual work of other parties from a moral dimension(Suharno, 2014).
The rights categorized under KI, among others:
1. Copyright which is the exclusive right of the creator that arises automatically based on the declarative principle after a creation is realized in a tangible form without reducing restrictions in accordance with statutory provisions (Republic of Indonesia, Law on Copyright, Law Number 28 of 2014, LN of 2014). 2014 No. 266, TLN No. 5599, Article 1 Paragraph (1).).
2. Patents are exclusive rights granted by the state to inventors for their inventions in the field of technology for a certain period of timeown invention or give approval to other parties to implement it (Republic of Indonesia, Law on Patents, Law Number 13 of 2016, LN of 2016 No. 176, TLN No. 5922, Article 1 Paragraph (1).).
3. Mark is a sign that can be displayed graphically in the form of images, logos, names, words, letters, numbers, color arrangements, in a two-dimensional form and/or services produced by persons or legal entities in trading activities of goods and/or services (Republic of Indonesia, Law on Trademarks, Law Number 20 of 2016, LN of 2016 No. 252, TLN No. 5953, Article 1 Paragraph (1).).
4. A geographical indication is a sign indicating the area of origin of goods and/or products which, due to geographical environmental factors including natural factors, human factors, or a combination of the two factors, gives reputation, quality and certain characteristics to the goods and/or products produced (Republic of Indonesia, Law on Trademarks, Law Number 20 of 2016, LN of 2016 No. 252, TLN No. 5953, Article 1 Paragraph (1).).
5. Industrial Design is a creation of a shape, configuration, or composition of lines or colors, or lines and colors, or a combination thereof in a three-dimensional or two- dimensional form which gives an aesthetic impression and can be realized in a three- dimensional or two-dimensional pattern and can be used to produce a product, industrial commodity goods, or handicrafts (Republic of Indonesia, Law on Industrial Design, Law Number 31 of 2000, LN of 2000 No. 243, TLN No. 4045, Article 1 Paragraph (1).).
6. Trade Secret is information that is not known by the public in the field of technology and/or business, has economic value because it is useful in business activities, and is kept confidential by the owner of the Trade Secret (Republic of Indonesia, Law on Trade Secrets, Law Number 30 of 2000, LN Year 2000 No. 242, TLN No. 4044, Article 1 Number 1.).
As for the role of KI in supporting the national economy, one of them is that KI recorded a good contribution to Indonesia's Gross Domestic Product (GDP), namely IDR 1,105 trillion or around 7% of the average GDP in 2019. KI absorbs 17 million workers in a year, at the same time placing Indonesia in the third position in the world in the percentage contribution of IP-based Creative Economy to GDP. This achievement is in line with the contents of the Advanced Indonesia Cabinet under the leadership of President Joko Widodo to build an IP-based creative economy as a new
axis of the national economy in the era ofdigital (Bureau of Public Relations, Law and Cooperation of the Ministry of Law and Human Rights, "Intellectual Property-Based Creative Economy Becomes the Axis of the National
Economy", accessed via
thehttps://www.kemenkumham.go.id/berita/
ekonomi-kreatif-berbasis-kekayaan-
intellectual-jadi-poros-ekonomi-nasionalon June 20, 2022 at 21.12 WIB.).
Public services carried out by the government currently place the public as service users and the government as service providers. Theoretically, the government
bureaucracy has three main
functions(Apriansyah, 2020), that is:
• The service function relates to government organizational units that deal directly with the community.
• The development function relates to government organizational units that carry out one particular task in the development sector.
• The function of general government, relates to a series of activities of government organizations that carry out the tasks of general government (regulation), including creating and maintaining peace and order.
As for in the current era, the government implements e-Government as one of the steps taken to deal with the changes that occur in implementing public services to the community. A form of service whose utilization becomes more flexible and also increases the satisfaction of its users or the people and the government itself who feel it. There are several indicators that can be used to measure the quality of digital-based public services(Tasyah et al., 2021), that is:
1. Efficiency as the quality of information or services provided can be used easily.
2. Reliability as feasibility and speed to access, use, also receive services.
3. Trust as an indicator of the extent to which the service site is trusted by the public or the public and whether the service can be safe from tampering also protects personal information.
4. Community support based on assistance provided from services to the community, is related between the community and the apparatus.
Structurally, the existence of the Directorate General of Intellectual Property (DJKI) is no different from other public
organizations, namely carrying out the function of serving the community. But of course there are a few peculiarities of the service provided by DJKI, which is different from several other public organizations which are mandatory in nature, IP services are optional where service recipients have the choice of using the services provided, in this case registering or not registering their intellectual work (Apriansyah, 2020).
Organizationally in the aspect of formulating technical policies, DGIP has been positioned as the leading sector to manage the IP system. DJKI is an institution entrusted with the authority to regulate and manage the IP system within the framework of government tasks. Whereas in the aspect of implementation of technical policies in the field of IP, DGIP performs a service function to the community (Apriansyah, 2020). DJKI's strategic goals are based on the Strategic Plan of the Ministry of Law and Human Rights (Renstra) for 2020- 2024 as outlined in Minister of Law and Human Rights Regulation No. 3 of 2020, namely ensuring public services in the legal field are in accordance with the principles of public service delivery, and building a performance-oriented work culture with effective and efficient integrity.
Information technology facilities have an important role in the registration of IP. In this regard, DGIP currently has an online-based information system for registration of IP applications consisting of Mark applications (IPROnline Brand Application System), Patent applications (Intellectual Property Administration System/SAKI-Patent), Industrial Design applications (Intellectual Property Administration System/Intellectual Property Administration System). SAKI – Industrial Design), Copyright application (e- Copyright), Geographical Indication application (E-Geographical Indication), Integrated Circuit Layout Design (DTLST) application, Trade Secret application, and IP Communal application. The entire application for KI can be accessed on the pagewww.dgip.go.id.
The development of an online IP application service system (IPRONLINE) is a strategy and technical form, and is substantial in the field of IP in order to adapt to technological and information developments.
DGIP has begun to develop an online-based registration form as an effort to provide excellent services in the field of IP to the public in a transparent, accountable, fast, simple,
accurate and economical manner. The convenience of the online registration system is considered efficient and effective, so it is not hampered by space and time, and can be accessed anywhere.
Utilization of information technology that is developing so rapidly requires protection in a juridical manner, where Intellectual Property Rights (hereinafter referred to as IPR) must be guaranteed. However, during the Covid-19 (Coronavirus Disease-19) pandemic that occurred from the beginning of 2020, where most public services were closed to prevent the spread of covid 19, DJKI continued to innovate in implementing a number of changes in the procedure for registering applications that were more flexible to provide online-based services, namely by building LOKVIT-20 as a response to the closure of the DJKI Physical Counters for several offline IP services, namely online trademark renewal and patent maintenance services.
The condition of the Covid-19 pandemic has not dampened the existing DJKI in implementing strategic steps in strengthening its role to participate in encouraging the creative economy business sector and increasing its contribution to the national economy. In a statement at the Summit of the 2022 World Intellectual Property Day Commemoration, the Minister of Law and Human Rights, Yasonna H. Laoly, stated that KI is a strategy for national economic recovery, considering that KI has played an important role in post-Covid-19 national economic recovery. During the pandemic, KI registration continued to increase from the micro, small and medium enterprises (MSMEs) sector. Yasonna revealed that 25% of domestic IP registrations registered by DGIP came from MSMEs (Laoly, 2022).
Furthermore, in providing adequate service, of course there are several obstacles that often occur. As for the factors causing the development of IP in Indonesia to be hampered, starting from the low registration of Intellectual Property Rights which is only 17% of the total 16.7 million Creative Industry Actors in Indonesia, it provides a very important illustration of the protection of intellectual property which is very concerning when the government aggressively building the creative industry sector as one of the mainstays in the future for business fields, employment and as a source of state revenue outside of tax revenue (Ganefi, 2019).
The optimism that the government hopes for in the current era to create creative industries, especially with regard to IPR protection, is not entirely successful. With only 17% of creative industry players registering their IP, this is proof that protection of IPR is a serious problem for the development and progress of the creative industry in the future.
The factors causing the low registration of KI(Ganefi, 2019)includes:
1. Low public awareness to register their intellectual property rights: due to a lack of understanding regarding the importance of the results of their thoughts and creativity in order to be protected legally and in the event of theft of the work, the person concerned will be able to take legal action against those who harm him;
2. Lack of public knowledge about Intellectual Property Rights: occurs due to lack of socialization of matters related to aspects of Intellectual Property Rights, this situation makes most creative industry business actors not aware of the benefits of Intellectual Property Rights;
3. There is an opinion in the community that the management of Intellectual Property Rights requires a lot of money: some creative industry players who already understand the protection of Intellectual Property Rights, feel reluctant to register their creativity because they think that the management process takes a long time and the costs are not cheap (Ganefi, 2019).
4. Processing time is long and complicated;
where experience due to the past in the bureaucracy may still be happening even in secret, so anything related to public licensing is always subject to additional costs outside of the official costs that must be issued and determined by the government.
The situation is getting worse with a system that is not well organized, such as getting a signature and recommendation from a competent official that takes days. So it's no wonder ASN, which should serve and wait for the community, is actually the opposite(Ganefi, 2019). Apart from the lack of awareness from the public, lack of knowledge regarding IP, and the cost involved in managing the registration of IP, another factor that hinders this is the distance between the residence of creative industry players and the agency that takes care of IP registration, which requires a long travel
time because the distance is quite far.(Ganefi, 2019).
Furthermore, to become The Best Intellectual Property Office in the World, adequate infrastructure and technology is required, which is on par with the Intellectual Property Offices of developed countries. Based on the article “Singapore ranked world's most innovative IP Office in exclusive research” in the World Trade Mark Review, it was stated that Singapore was awarded the title of the most innovative IP office in the world for the first time. Assessment is seen from various categories, most importantly in terms of added value proposition, online capabilities and public outreach efforts, as well as the use of Artificial Intelligence in IP Registration such as websites, chatbots, and search programs (https://www.worldtrademarkreview.com/ar ticle/singapore-ranked-worlds-most-
innovative-ip-office-in-exclusive-researchon June 21, 2022 at 18.30 WIB.). Overall they invited 100 (one hundred) consultants worldwide to share their perspectives on non- core services which are the benchmark for DGKI in achieving the "World's most Innovative Intellectual Property Office".
Furthermore, in order to achieve this, there are obstacles in the services provided by DJKI, namely:
First, based on searching the dgip.go.id website, there are several service features for registering/recording intellectual property rights on Marks, Patents, Industrial Designs, Geographical Indications, and Copyrights that have not been fully optimized, where the use of these features is still difficult for owners to apply. KI who wish to register/record their KI.
In addition, there is no service feature for IP registration application for Integrated Circuit Layout Designs and Trade Secrets which can be accessed directly through the dgip.go.id website. by IP Owners.
Second, the limited competence of Human Resources (HR) managing information systems for the registration/recording of KI. Based on employee data for August 2022 from the DJKI Personnel Section, there were 566 civil servants at the DJKI (including 1 Echelon I and 7 Echelon II people), and 481 PPNPN (Data obtained from the DJKI Personnel Section).
However, this amount is not in balance with the large number of public services for the registration/recording of proposed KI.
Examining the shortcomings and advantages of implementing public services by
DJKI in achieving excellent performance and service, there are several interesting things to study in this study, namely the implementation of intellectual property rights services by DGIP based on the patterns of strategies that have been implemented, and the extent to which they affect services. DJKI in realizing The World Class Intellectual Property Office? This question is based on the fact that the success of the service institution will be largely determined by the strategy implemented. The answers to these questions will be able to provide an overview of which strategies need to be considered or emphasized to produce a strategy that can be implemented effectively in achieving the desired goals,
From the findings of the obstacles described, the purpose of this writing is to analyze and describe the implementation of intellectual property rights services and to construct a model of the strategy undertaken by DJKI in realizing The World Class Intellectual Property Office.
Government Science
(Bestuurswetenschap) is a new science, where the science of government as an independent scientific discipline, which in its development has gone through several stages (Ndraha, 1997). In the first stage, the symptoms of government were studied through the perspectives and ways of studying existing knowledge at that time so that the object became scope and studied as material or an integral part of other disciplines such as Law, Political Science, Sociology, Economics and Administration.
According to DGA van Poelje, De bestuurskunde leert, hoe men de openbare dienst het beste inricht en leidt. (That is, the science of government teaches how public services are structured and led in the best way)(Brasz & Kleijn, 1962). According to U.
Rosenthal, De bestuurwetenschap is de wetenschap die zich uitsluitend bezighoudt met de studie van interneen externe werking van de structuren en process (Rosenthal et al., 1994) (That is, the science of government is the science that deals with the study of how to work inside and outside government structures and processes. According to HA Brasz, De bestuurswetenschap waaronder het verstaat de wetenschap die zich bezighoudt met de wijze waarop de openbare direnst is ingericht en functioneert, internal en naar tegenover de burgers (Brasz & Kleijn, 1962). (That is, the science of government can be interpreted as the
study of how public government institutions are structured and functioned internally and externally towards their citizens).
Government management is often also called public management, the development of public management is then developed as New Public Management (NPM) which has a new paradigm concept in public management that is used to describe public sector reform. The emergence of this concept is the existence of public dissatisfaction with government services which are considered inefficient and effective in managing resources.
New Public Managementis a decentralized management system with new management tools such as controlling, benchmarking and lean management (Denhardt & Denhardt, 2007).
New Public Managementgenerally seen as an approach in public administration that applies knowledge and experience gained in the world of management and other disciplines to improve the efficiency and effectiveness of public services in modern bureaucracy. New public management focuses on service- oriented public sector management, not policy- oriented. The use of the New Public Management paradigm raises several consequences for the government, including demands for efficiency, cost cutting, and tender competence. New Public Management provides a quite drastic change in public sector management from a traditional management system that seems rigid, bureaucratic, and hierarchical to a public sector management model that is flexible and more market- accommodating (Mardiasmo, 2021).
State administration, which is part/species of administration, cannot be separated from the functions of government.
Every country, including Indonesia, recognizes that there are differences in the functions of politicians and administration from within the government. This is reinforced by the opinion which states that state administration is the management and organization of human beings and their equipment to achieve the goals of the Government (Bintoro O. Tjokroamidjojo, 1995).
State administration is essentially a process of administering state/government
policies in order to achieve state goals, which in this modern century is the welfare of society.
The purpose of public administration is to provide the best possible service to the community. Thus, public administration has the goal of realizing public policy, solving problems and meeting the needs of the community or serving the community.
Ivancevich argues that services are invisible products (cannot be touched) that involve human efforts and use of equipment (Ratminto & Winarsih Septi, 2005), argues:
Service is an activity or a series of activities that are invisible (cannot be touched) that occur as a result of interactions between consumers and employees or other things provided by service- providing companies that are intended to solve consumer/customer problems.
The demands of service recipients for better service (service excellence) cannot be avoided by service providers. The demands of service recipients to obtain better services must be addressed as an effort to provide satisfaction to service recipients. Quality service is often difficult to achieve because employees do not always understand how to provide quality service. This difficulty arises because the employees are incompetent or untrained. However, service quality is certainly not only determined by human resource factors. Other factors also determine the level of service quality.
Basically, public service is one type of service that refers to the needs or interests of the community, and is the responsibility of the government. According to Ratminto and Atik, public services or public services can be defined as all forms of services, both in the form of public goods and public services which in principle are the responsibility of and are carried out by government agencies at the center, in the regions, and within the environment of state-owned enterprises or government agencies. Regional Owned Enterprises, in the framework of efforts to fulfill the needs of the community as well as in the context of implementing the provisions of laws and regulations (Ratminto & Winarsih Septi, 2005).
1547
Figure 1. Smart Intellectual Property Office Model Source: Prihastomo, 2019
Based on WIPO guidelines there are four IP office models as follows: Model 1 (basic web- based, public service); Model 2 (Model 2 administration (advanced internal administration); Model 3 (full process automation); Model 4 (knowledge-based IP Services). Ideally, IPO will reach model 4 step by step. If we assume IPO in ASEAN region then IPO such as Indonesia and Thailand are currently in stage 2 to stage 3. On the other hand, IPOs such as Singapore and Malaysia may currently be in stage 3 to stage 4. We propose the adoption of artificial intelligence technology to complement some of the proposed models. respond to the challenges of rapid technological development of intellectual property applications(Prihastomo et al., 2019) RESEARCH METHODS
The research method used in this study is qualitative. Qualitative research is a research procedure that produces descriptive data, speech or writing and observed behavior of people (Furchan, 1992). Therefore, a qualitative research design is used to answer research problems, where the "problem" to be studied is still dim, even dark, complex, and dynamic (Sugiyono, 2013).
The technique for determining a person to become a research informant is based on the relevant criteria of position, competence, involvement to uncover and discuss the service strategy of the Directorate General of
Intellectual Property to become a World Class Intellectual Property Office. After carrying out guidance and consultation, the technique for determining research informants used the Purposive Sampling Technique. Purposive Sampling Technique is a sampling technique by conducting interviews with someone who is considered to know the most about the research object information, so that it will make it easier for researchers to know the object under study. In this study, there were 9 research informants consisting of executors and service recipients.
RESULTS AND DISCUSSION
Implementation of Intellectual Property Rights Services by the Directorate General of Intellectual Property in Creating a World Class Intellectual Property Office
a) Analysis of Implementation of Intellectual Property Rights Services by DJKI in Creating a World Class Intellectual Property Office by Prioritizing Basic Web-Based Public Services
The development of services with reference to the development of the world of digitalization which is managed by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights has become a need for service recipients and
providers. As the recipient of the service, of course, you really hope to get the best service from the service provider, in this case the Directorate General of Intellectual Property, Ministry of Law and Human Rights.
b) Analysis of the Implementation of Intellectual Property Rights Services by DJKI in Realizing a World Class Intellectual Property Office by Prioritizing Advanced Internal Administration
In realizing the World Class Intellectual Property Office¸ the opportunities (Opportunity) owned by the Directorate General of Intellectual Property, Ministry of Law and Human Rights are wide open.
Currently in Indonesia there is a positive trend in the community in maintaining and opening up opportunities to be able to protect their intellectual property, they already have this knowledge. As a country that has a very strong commitment to the protection of IPR, Indonesia has also been actively involved in IPR frameworks both regionally and internationally for a long time. International cooperation is an inseparable part of the Indonesian IPR system.
International IPR standards have become an important source for Indonesian IPR law, and the international administration system has contributed to the intellectual property administration system in Indonesia. Indonesia has also been an active participant in many current international intellectual property developments, particularly through its involvement in the world trade organization (WTO) and the world intellectual property rights organization (WIPO).
c) Analysis of the Implementation of Intellectual Property Rights Services by DGIP in Realizing a World Class Intellectual Property Office by Prioritizing the Basic Process Completeness Automatically (Full Process Automation)
Quality service, fast, easy, affordable and measurable is the benchmark of Service Standards. The Public Service Act can provide legal certainty in the relationship between the community and public service providers. So that it is expected to avoid maladministration in the public service sector, among other things, this can be done by creating quality public
services, upholding transparency and accountability, standardizing services, being accommodating, friendly, smiling and sympathetic, having standard but practical procedures, consistent with regulations which are determined and have certainty in terms of costs incurred and time of completion, are free from illegal levies, and are oriented towards customer satisfaction.
d) Analysis of the Implementation of Intellectual Property Rights Services by DGIP in Realizing a World Class Intellectual Property Office by Prioritizing Knowledge-Based IP Services
It is undeniable that Human Resources is the spearhead of organizational development.
With regard to institutional arrangements, the right man in the right place must be implemented. Placement of Human Resources must be on the knowledge and skills mastered by HR. Strengthening Human Resources must also be encouraged so that existing units and structures can produce maximum output to pursue organizational goals and objectives. In order to place the right man in the right place in order to maximize the existing structure, it must be carried out starting from the assessment, placement according to the results of the assessment, as well as individual improvement and development.Leadership (leadership) and intelligence (intelligence) support is needed to support the creation of a good knowledge of the apparatus when providing optimal service to support the Directorate General of Intellectual Property Ministry of Law and Human Rights to achieve The World Class Intellectual Property Office.
The strategy implemented by DGIP in Creating a World Class Intellectual Property Office
Referring to the analysis of research results that have been developed, the authors can create an intellectual property service strategy to support the Directorate General of Intellectual Property Ministry of Law and Human Rights with the NOFLI Strategy which can be seen in figure 2.
Kementerian Hukum dan Hak Asasi Manusia
Direktorat Jenderal Kekayaan Inteletual
World Class Intellectual Property Office
Kajian Strategi Pelayanan Kekayaan Inetektual
Needs Opportunity Intelligence
Leadership
Future
PELAYANAN KEKAYAAN INTELEKTUAL DJKI dengan mengedepankan Strategi NOFLI
(Needs, Opportunity, Future, Leadership, Intelligence)
Rekomendasi (Saran) Teroritis
Rekomendasi (Saran) Praktis
Theoretical Framework of Smart Intellectual Property Office in
Developing Countries (Yoga, et.al. 2019)
WIPO
Figure 2. DJKI Kemenkumhan's strategy in achieving a World Class Intellectual Property Office In order to support the Directorate
General of Intellectual Property, Ministry of Law and Human Rights towards a World Class Intellectual Property Office with the NOFLI Strategy. The description that can be expressed from the NOFLI Strategy is:
Needs (Need) in its development that every individual or organization needs or expects a need. In the results of this study, it is illustrated that a need is projected on the needs of individual recipients of intellectual property service digitalization services that are expected to get better and be able to receive services on these Intellectual Property Rights, therefore the Public or Applicants receiving Intellectual Property services need good service so that they continue to providing an index of satisfaction with the services provided by the Directorate General of Intellectual Property, Ministry of Law and Human Rights, is increasing. However,
Opportunity (Opportunity), shown in the increase in intellectual property services at the Directorate General of Intellectual Property, Ministry of Law and Human Rights, an increase in intellectual property services can increase
the community satisfaction index, but it's not only that that the opportunities are open, namely the increasing number of applicants for Intellectual Property Rights the greater the opportunities that are expected to arise from the results of these services, namely Non-Tax State Revenue (PNBP). So that good branding is also formed from these good service opportunities.
Future (Future) that can no longer be avoided, very rapid and massive developments in the world of digitalization are increasingly advanced and sophisticated. Therefore, in the results of this study the future to make changes or transformations in all aspects of intellectual property services at the Directorate General of Intellectual Property, Ministry of Law and Human Rights is no longer unavoidable, so it is considered very important in intellectual property services for all. use services that are carried out online or digitized. Therefore, in the future all intellectual property rights services, the Directorate General of Intellectual Property, Ministry of Law and Human Rights will use digitization services.
757 leadership(Leadership), in order to support the creation of good service, one of the factors that is quite prominent is leadership (leadership) where, a leader must be able to see and evaluate ASN services for Intellectual Property Rights, Directorate General of Intellectual Property, Ministry of Law and Human Rights in providing good support and service. Leaders must also be able to provide a good picture, by looking at ASNs that are not ready for the digital transformation service stage so that ASN can improve their skills, knowledge and skills in providing Intellectual Property Rights services at the Directorate General of Intellectual Property, Ministry of Law and Human Rights.
Intelligence(Intelligence) cannot be denied that good service departs from an individual service provider who has good skills and ability to serve. However, it goes further than this that intelligence is the main supporting factor in the development of these services so that with a good level of intelligence, all systems built in intellectual property services will feel in vain if they are not supported by personnel or individuals who have a high level of intelligence. intelligence) that can support the service system. Therefore, every individual or ASN in supporting the creation of good digitalization services must be able and willing to increase their own capacity to support this.
CONCLUSION
The implementation of intellectual property rights services by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights in realizing The World Class Intellectual Office is described as getting better, this can be seen from the digital transformation carried out by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights
The strategy model construction carried out by the Directorate General of Intellectual Property of the Ministry of Law and Human Rights in realizing The World Class Intellectual Property Office is the NOFLI model (Needs, Opportunity, Future, Leadership and Intelligence)
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