DAFTAR ISI

KATA PENGANTAR ........................................................ v

MOTO............................................................................ vii
DAFTAR ISI................................................................... viii

BAB I PENDAHULUAN................................................ 1

BAB II KONSEP WARALABA ....................................... 6

A. Pengertian Waralaba ......................................... 6
B. Persyaratan Waralaba ..................................... 15
C. Perjanjian Waralaba ......................................... 19

BAB III PEMAHAMAN MEREK .................................... 23

A. Pengertian Merek................................................ 23
B. Pelindungan Merek ............................................. 32
C. Pendaftaran Merek ............................................ 43
D. Pengembangan Merek menjadi Brand
Loyalty.................................................................... 49
E. Pelanggaran Merek dan Upaya
Konsumen .............................................................. 63

BAB IV SIKAP PELAKU WARALABA TERHADAP

MEREK ............................................................ 74
A. Kesadaran Hukum Pelaku Waralaba ............. 74
B. Kepatuhan Hukum Pelaku Waralaba ............. 89

viii
 C. Sikap Pelaku Waralaba atas
Penggantian Merek ............................................ 97
DAFTAR PUSTAKA...................................................... 101
LAMPIRAN .................................................................. 114

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