PROPOSED COMMERCIALIZATION STRATEGY FOR COSPLAY COSTUME COMMISSIONING SERVICE (CASE STUDY: ROSSO COSPLAY)

• Main Author: Bintang Akbar, Radheksa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46488
• Institution: Institut Teknologi Bandung

Cosplay or costume-playing is an activity where someone wears costumes, property, and accessories to resemble a fictional character.In Indonesia, cosplay emerged as a subculture since the early 2000s where Japanese animation series are still aired on national television. The development of cosplay in Indonesia provides an opportunity for costume makers to market their work to cosplayers for use in popular cultural events in Indonesia such as Jejepangan. ROSSO as a new player in the local cosplay market tries to take advantage of these opportunities. However, ROSSO did not yet know the type of demand from the market, so it stagnated. This research aims to help ROSSO recognize the quality demanded by potential customers in Indonesia. The approach used is a modified E- SERVQUAL. Samples of potential customers were taken from cosplayers and / or costume makers through online questionnaires with a total of 92 observations. The results of the regression show that the reliability, responsiveness, and trust variables have a significant effect on service quality. The regression results are then taken into consideration for developing a commercialization strategy through Porter's 5 forces and TOWS approaches.