Turn the screw CCW (out) to increase hinge preload and thus the amount the lid pops up when unlatched. The head of the bolt/screw contacts the plastic bumper above when the lid is closed...
Wide angle shot of the body/rear lid striker & popup mechanism
Striker pin would have to be adjusted UP to resolve latching problems...
closeup shows 12-point bolt socket...(2 special bolts - special tool required - non-standard 12-Point Socket Head Screwdriver - VW Tool # T00011)