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Agusta, Muhammad Radian
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Decision Sciences, Operations Research & Management

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UNDERSTANDING THE EFFECTIVENESS OF USING COSPLAY TO RAISE BRAND ATTRACTIVENESS IN INDONESIA’S COMIC INDUSTRY Agusta, Muhammad Radian; Pritasari, Adita
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract

Abstract. Creative Industries refers to a range of economic activities which are concerned with the generation or exploitation of knowledge and information. People suggests that "human creativity is the ultimate economic resource” and "the industries of the twenty-first century will depend increasingly on the generation of knowledge through creativity and innovation”. Indonesia’s creative industry, specifically comic industry, have been on a more stable rise nowadays. Cosplay become a common phenomenon in Indonesia. Cosplay itself is an act in which people wear costume and accessories to represent specific characters. The practitioners are called cosplayer. This research is intended to understand the effectiveness of using cosplay to raise brand attractiveness. This research uses in-depth interview, to gain information regarding the topic from selected informants of three categories: creator/publisher, cosplayer, and customer. It was found that this method is indeed effective and there are factors supporting it such as: cosplay attracts people’s attention/visitor, profile of the cosplayer, the similarity between the cosplayer and the character, and the design of the character itself. This research will hopefully give insight to any industry considering to use this method. Keywords:  cosplay, comic, comic character, creative industry, brand attractiveness 
Co-Authors Pritasari, Adita