RECOMMENDATIONS TO INCREASE COLLABORATION PRODUCT PERFORMANCE BETWEEN LOCAL CHARACTER -BASED INTELLECTUAL PROPERTY CREATORS AND CONSUMER BRANDS UNDERGRADUATE THESIS to obtain the bachelor’s degree from Engineering Management Study Program at the Bandung Institute of Technology by SALSABILLAH WIDYA PUTRI 14420026 ENGINEERING MANAGEMENT STUDY PROGRAM BANDUNG INSTITUTE OF TECHNOLOGY 2024 iii viii ABSTRACT Indonesia is a country with substantial intellectual property (IP) potential, particularly in the creative economy sector. A well-managed creative IP sector is expected to generate an economic turnover of IDR 300 trillion by 2025. However, a significant portion of this potential is currently dominated by foreign IPs, leaving local creators with less than a 1% share. To address this challenge, PT Infia Mega Semesta, known as INFIA Group, facilitates local IP creators for their rise by providing direct assistance in monetizing their IP assets, one of which is through conducting licensing projects with local consumer brands. However, INFIA’s strategy for assisting their clients has lacked empirical validation. This research proposed an approach to this problem by developing a model consisting of hypotheses covering the important factors affecting collaboration product performance based on resource-based theory. The model developed in this research includes eight factors: customer input, product advantage, product newness, launch proficiency, predevelopment task proficiency, technological proficiency, customer orientation, competitor orientation, and inter-functional orientation. The model was tested through partial least square equation modeling (PLS-SEM) using 91 samples of collaboration projects between local consumer brands and local IP creators under INFIA’s purview. The analysis showed that customer input and launch proficiency have a positive direct impact, while product newness has a negative impact on collaboration product performance. Additionally, customer orientation and competitor orientation indirectly affect collaboration product performance through launch proficiency. The PLS-SEM result was extended by mapping these factors onto an important-performance map to determine which factors should be prioritized to enhance project success. Of all the significant factors, customer input and product newness emerged as the top priorities. This research provided recommendations for INFIA to be able to increase the likelihood of success in the collaboration projects between local character-based IP creators and local consumer brands through (1) market research investment, (2) incremental innovation, and (3) resource optimization. Keywords: intellectual property, product performance, resource-based theory, PLS-SEM, importance-performance map analysis ix ABSTRAK Indonesia adalah negara dengan potensi kekayaan intelektual (KI) yang besar, khususnya pada sektor ekonomi kreatif. Sektor ini diprediksi menghasilkan perputaran ekonomi hingga 300 triliun rupiah pada tahun 2025. Namun, sebagian besar potensi ini didominasi oleh kreator KI asing dan hanya memberikan pangsa pasa kurang dari 1% bagi kreator lokal. Untuk menghadapi tantangan ini, PT Infia Mega Semesta, yang dikenal sebagai INFIA Group, memfasilitasi kreator KI lokal untuk berkembang dengan memberikan bantuan dalam memonetisasi aset KI mereka, salah satunya melalui proyek lisensi dengan merek lokal. Namun, strategi INFIA saat ini dalam membantu pelaksanaan proyek lisensi klien mereka belum tervalidasi secara empiris. Oleh karena itu, penelitian ini mengusulkan pendekatan terhadap masalah tersebut dengan mengembangkan model yang terdiri dari hipotesis terkait faktor-faktor yang memengaruhi performa proyek berdasarkan resource- based theory. Model yang dikembangkan dalam penelitian ini mencakup delapan faktor: customer input, product advantage, product newness, launch proficiency, predevelopment task proficiency, technological proficiency, customer orientation, competitor orientation, dan inter-functional orientation.