Perancangan Animasi guna Meningkatkan Kesadaran Risiko Finansial akibat Perilaku Doom Spending pada Gen Z Usia 18-25 Tahun

Syavina, Dynara (2016) Perancangan Animasi guna Meningkatkan Kesadaran Risiko Finansial akibat Perilaku Doom Spending pada Gen Z Usia 18-25 Tahun. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Tingginya angka doom spending di kalangan Gen Z menunjukkan pentingnya peningkatan literasi keuangan secara relevan dan komunikatif. Doom spending merupakan perilaku konsumtif yang dilakukan individu sebagai pelarian emosional akibat stres atau ketidakpastian ekonomi. Gen Z, yang hidup dalam lingkungan digital dan dinamis, rentan terhadap perilaku ini karena akses mudah ke e-commerce dan tekanan sosial yang tinggi. Meskipun edukasi literasi keuangan telah digalakkan oleh berbagai lembaga, pendekatan konvensional sering kali kurang efektif dalam menjangkau karakteristik Gen Z. Oleh karena itu, perancangan media edukasi berbasis animasi menjadi salah satu upaya preventif yang inovatif.
Perancangan dilakukan menggunakan pendekatan mixed-methods, yaitu gabungan metode kualitatif dan kuantitatif. Pengumpulan data dilakukan melalui studi literatur, kuesioner dengan skala Likert, depth interview, serta studi eksperimental. Metode ini digunakan untuk memahami perilaku konsumtif Gen Z dan merumuskan strategi komunikasi visual yang sesuai. Proses perancangan meliputi analisis target audiens, pengembangan narasi, desain karakter, storyboarding, serta produksi animasi 2D yang disesuaikan dengan gaya visual yang disukai oleh Gen Z. Luaran animasi pada perancangan ini diujikan kepada target audiens dengan pre-test dan post test.
Penelitian ini menghasilkan serial animasi edukatif berjudul “Doom Sp(end)” yang ditujukan untuk Gen Z usia 18-25 tahun, dengan tujuan meningkatkan kesadaran terhadap risiko finansial akibat perilaku doom spending. Hasil validasi terhadap 108 responden menunjukkan bahwa animasi ini efektif dalam meningkatkan pemahaman dan kesadaran audiens. Mayoritas responden merasa terhubung dengan alur cerita dan karakter yang mencerminkan realitas keseharian mereka, serta mendorong refleksi atas perilaku konsumtif. Visual 2D bergaya sederhana, palet warna redup, serta latar dan elemen grafis yang relevan dinilai berhasil memperkuat emosi cerita dan memudahkan pemahaman. Aspek audio pun turut mendukung penyampaian pesan secara menyeluruh. Temuan ini menunjukkan bahwa animasi “Doom Sp(end)” merupakan media edukatif yang komunikatif, representatif, dan mampu membangun keterlibatan audiens dalam memahami isu finansial secara preventif.
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The rising prevalence of doom spending among Gen Z highlights the urgent need for financial literacy efforts that are relevant and communicative. Doom spending refers to impulsive consumer behavior driven by emotional escapism in response to stress or economic uncertainty. Gen Z, who live in a fast-paced digital environment, are particularly vulnerable to this behavior due to easy access to e-commerce and intense social pressures. Although financial literacy initiatives have been promoted by various institutions, conventional approaches often fail to effectively reach and engage Gen Z. Therefore, designing educational media in the form of animation serves as an innovative preventive effort.
This project uses a mixed-methods approach, combining qualitative and quantitative methods. Data was collected through literature studies, Likert scale questionnaires, in-depth interviews, and experimental studies. These methods aimed to understand Gen Z's consumer behavior and formulate suitable visual communication strategies. The design process involved audience analysis, narrative development, character design, storyboarding, and 2D animation production tailored to Gen Z’s visual preferences. The resulting animation was tested on the target audience using pre- and post-tests.
The research resulted in an educational animation series titled Doom Sp(end), aimed at Gen Z aged 18-25, to raise awareness of the financial risks of doom spending. Validation with 108 respondents showed that the animation effectively increased both understanding and awareness. Most respondents felt connected to the storyline and characters, which reflect their daily realities and encourage reflection on impulsive spending behavior. The simple 2D visual style, muted color palette, relatable settings, and supportive graphic elements were found to enhance emotional tone and comprehension. Audio elements also contributed to effective message delivery. These findings suggest that Doom Sp(end) is a communicative, representative, and engaging educational medium for raising preventive financial awareness among Gen Z.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	animasi, doom spending, Gen Z, pembelian impulsif, impulse buying, konsumtif, literasi keuangan, literasi finansial, Animation, consumptive, animation, financial literacy
Subjects:	T Technology > TR Photography > TR897.5 Animation (Cinematography)
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Dynara Syavina
Date Deposited:	04 Aug 2025 03:00
Last Modified:	04 Aug 2025 03:00
URI:	http://repository.its.ac.id/id/eprint/126438

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