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 IP in Indonesia. However, this increase in quantity has not been accompanied by an improvement in the competitiveness of industry players, particularly in the commercialization of IP. Cosmos, an independent research institution, in collaboration with the Ministry of Tourism and Creative Economy, aims to develop the knowledge and skills of IP-based creative industry players through research and publications. Although Cosmos has conducted research on factors affecting IP commercialization, the results remain hypothetical. Therefore, empirical testing is needed to examine the relationships and significance of these factors. This study empirically tests the factors influencing IP commercialization, measured by customer engagement and brand loyalty of an IP. A model, developed from a previous Cosmos research, was tested on 57 IP-based creative industry players and analyzed using partial least square structural equation modeling (PLS-SEM). The analysis results show that brand community engagement and brand storytelling directly influence brand loyalty. On the other hand, co-branding and channel mix indirectly affect brand loyalty through the mediation of customer engagement. The importance and performance levels of these factors were measured using importance performance map analysis (IPMA) to determine priority areas for improvement. The results of this study provide recommendations for the development of knowledge and skills of IP-based creative industry players that can be implemented by Cosmos, namely: (1) strengthening the social bond of IP with its followers or fans; (2) building original, consistent, and simple storytelling; (3) developing capabilities to collaborate with other brands; and (4) maximizing the use of various social media channels.