USULAN PENGEMBANGAN PELAKU INDUSTRI KREATIF DALAM KOMERSIALISASI KEKAYAAN INTELEKTUAL BERDASARKAN FAKTOR YANG MEMENGARUHI CUSTOMER ENGAGEMENT DAN BRAND LOYALTY

• Main Author: Abrarianda Dasril, Adenan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83825
• Institution: Institut Teknologi Bandung

Intellectual property (IP) in Indonesia holds significant economic potential through its commercialization. With the ease offered by social media, IP-based creative industry players can penetrate the market with relatively low capital. This has led to the increasing prevalence of character-based...