Creativepreneur: Optimalisasi produk animasi "simbah" dalam komersialisasi kekayaan intelektual
DOI:
https://doi.org/10.26594/teknologi.v10i1.2015Abstract
Creativepreneur merupakan entrepreneur dengan jiwa kreatif, selalu melahirkan dan menciptakan inovasi, gagasan, dan berpikir secara “out of the box”. Ampu Kreatif Studio (Ampu Studio) merupakan salah satu studio animasi sebagai unit bisnis di Universitas Amikom Purwokerto yang memiliki produk kreatif berupa Serial Animasi 3D siMbah (siMbah). Animasi ini mengenalkan budaya dan adat Jawa Tengah. Tantangan industri yang dihadapi Ampu Studio yaitu pemasaran produk dan jasa animasi yang belum maksimal, belum banyak masyarakat yang telah mengenal siMbah saat ini, serta adanya peluang value produk kreatif berupa merchandise dari hasil komersialisasi siMbah. Data penelitian diperoleh melalui metode yaitu observasi, kuesioner, wawancara, dan dokumentasi serta studi pustaka. Dalam penelitian juga dilakukan identifikasi digital marketing dari hasil komersialisasi kekayaan intelektual dan analisis bauran pemasaran. Analisis bauran pemasaran menunjukkan produk yang tepat untuk dipasarkan, penentuan harga yang tepat, saluran distribusi yang akan digunakan untuk memasarkan produk, dan promosi untuk mengenalkan produk. Analisis bauran pemasaran yang ditetapkan dalam penelitian ini adalah untuk analisis value produk berupa merchandise dari hasil komersialisasi. Kategori produk merchandise untuk siMbah yaitu produk hardlines, produk softlines, produk homeliness dan produk groceries. Pembuatan akun media sosial siMbah dilakukan dengan tujuan untuk mengenalkan siMbah kepada masyarakat luas. Dari analisis yang telah dilakukan pada Ampu Studio untuk siMbah didapatkan hasil berupa perencanaan strategi untuk produk kreatif berupa produk-produk merchandise. Hasil strategi digital marketing yaitu melalui sosial media berupa Facebook, Instagram, YouTube, marketplace, dan web toko online untuk pemasaran produk. Penelitian ini dapat dikembangkan oleh peneliti berikutnya dengan membuat web e-commerce untuk produk-produk kreatif merchandise siMbah. Hasil penelitian ini diharapkan dijadikan sebagai bahan pertimbangan Ampu Studio dalam pengambilan adanya keputusan untuk mencapai tujuan bisnis dengan memproduksi produk kreatif berupa merchandise siMbah yang akan menjadi peluang bisnis yang akan datang.
Creativepreneur is an entrepreneur with a creative spirit, always giving birth and creating innovations, ideas, and thinking "out of the box". Ampu Kreatif Studio is one of the animation studios as a business unit at the University of Amikom Purwokerto which has a creative product in the form of the SiMbah 3D Animation Series. This animation introduces Central Javanese culture and customs. The industrial challenges by Ampu Studio are the marketing of products and animation services that have not been maximized, not many people are familiar with this animation at every time, as well as the opportunity for creative product value in the form of merchandise from the commercialization of the SiMbah. The research data were obtained through methods of observation, questionnaires, interviews, and documentation and literature study. The research also identified digital marketing from the results of the commercialization of intellectual property and marketing mix analysis. The marketing mix analysis shows the right product to market, the right pricing, the distribution channel, and the promotion to introduce the product. The marketing mix analysis determined to analyze the product value in the form of merchandise from the results of the commercialization of this animation. Merchandise product categories are hardlines products, softlines products, homeliness products, and groceries products. Making a social media account is carried out with the aim to introduce this animation to the wider community. From the analysis done at Ampu Studio, the results obtained are in the form of strategic planning for creative products in the form of merchandise products. The results of digital marketing strategies are through social media in the form of Facebook, Instagram, YouTube, Marketplace, and online shop for product marketing. This research can be developed by subsequent researchers by creating e-commerce websites for creative products of the merchandise. The results of this research are expected to be used as material for consideration by Ampu Studio in making decisions to achieve business goals by producing creative products in the form of siMbah merchandise which will become future business opportunities.
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