PENGEMBANGAN MODEL VALUASI KEKAYAAN INTELEKTUAL TAHILALATS PT INFIA MEGA SEMESTA MELALUI PENDEKATAN DINAMIKA SISTEM

• Main Author: Rizkiyanti Novatrisha, Danissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77817
• Institution: Institut Teknologi Bandung

PT Infia Mega Semesta is a company that manages several intellectual properties, including Tahilalats. The valuation of intellectual property plays a crucial role in investment negotiations and determining the value for granting intellectual property licenses. Hence, an accurate estimation model for Tahilalats' intellectual property valuation is needed. The accuracy of intellectual property valuation estimation is influenced by the company’s growth prediction. This study employs a dynamic system approach to predict the complex nature of company growth and utilizes the discounted cash flow to determine the valuation of intellectual property. The constructed model consists of three subsystems: customer and marketing, operational, and financial. Parameterization in the model is carried out by identifying relationships between variables in each subsystem, using multiple linear regression analysis to determine the influence of one variable on another variable, and utilizing financial and social media performance data of the company to establish constant values. The model is validated by conducting behavior reproduction tests on cash flow and Instagram followers of Tahilalats. Interactions among the components in these subsystems are analyzed to design policies that enhance the valuation of Tahilalats' intellectual property. The formulated policies are related to Instagram post attributes and the target weights for completing the intellectual property licensing project. Through simulation results from the dynamic system approach, the valuation of Tahilalats' intellectual property is determined to be 922,9 billion rupiah This valuation can be enhanced by optimizing the policies related to Instagram post attributes. This optimization involves uploading content with a proportion of 0.46 for carousel posts and 0.54 for video posts, scheduled between 10:00-16:00 without using hashtags. Additionally, setting a delivery delay weight of 0.34 prioritizes the management's ideal project completion timeline while still considering the workload of the Tahilalats team. By implementing these policies, the estimated valuation of Tahilalats' intellectual property is projected to increase by 65.25% from the initial estimation to 1,5 trillion rupiah.