Perancangan Animasi Kampanye Food Waste Berbasis Construal Level Theory untuk Murid Sekolah Menengah Pertama Surabaya

Afinurnahla, Muhammad Rayhan (2026) Perancangan Animasi Kampanye Food Waste Berbasis Construal Level Theory untuk Murid Sekolah Menengah Pertama Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Di tengah krisis banyaknya food waste dan kemiskinan, perilaku membuang makanan masih tinggi di kalangan remaja. Meskipun mereka memiliki kesadaran akan dampak negatifnya, perilaku picky eating masih sering ditemukan. Kesenjangan antara kesadaran dan perilaku nyata ini disebabkan oleh faktor psikologis seperti Psychological Distance. Dari permasalahan tersebut, dirancang video animasi yang ditujukan sebagai upaya mengurangi food waste melalui pendekatan Construal Level Theory dalam mengurangi Psychological Distance. Perancangan animasi ini menggunakan metode kualitatif dan kuantitatif yang meliputi studi literatur, studi eksisting terhadap media serupa, survei untuk pemetaan audiens, serta wawancara mendalam (depth interview) dengan narasumber ahli seperti psikolog dan perwakilan Dinas Lingkungan Hidup (DLH) Surabaya. Metode ini digunakan untuk memperkuat landasan strategi psikologis yang diterapkan dan memastikan relevansi pesan dengan target audiens. Hasil dari perancangan ini berupa sebuah video animasi berjudul "Nilai yang Tak Sampai". Animasi ini mengangkat pandangan sayur brokoli yang mengalami seluruh rantai proses, mulai dari dipanen hingga siap dikonsumsi. Strategi narasi dipertemukannya perilaku picky eating dengan realitas lingkungan sosial yang kurang beruntung dihadirkan untuk mengurangi jarak emosional bagi audiens. Melalui perspektif sayur brokoli dan tekanan sosial tersebut, animasi ini dapat mengurangi psychological distance dengan mendekatkan dampak food waste secara emosional dan memicu perubahan perilaku pada remaja.
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In In the middle of a crisis of food waste and poverty, food waste is still high among teenagers. Even though they are aware of the negative impact, picky eating is still common. The gap between awareness and actual behavior is caused by psychological factors such as Psychological Distance. To address this issue, an animated video was designed to reduce food waste through the Construal Level Theory approach in reducing Psychological Distance. The animation design uses qualitative and quantitative methods, including literature studies, existing studies on similar media, surveys to identify the target audience, and in-depth interviews with expert sources such as psychologists and representatives from the Surabaya Environmental Agency (DLH). This method was used to strengthen the psychological strategy applied and ensure the relevance of the message to the target audience. The result of this design is an animated video titled “Nilai yang Tak Sampai” (Unfulfilled Value). This animation presents the perspective of broccoli as it goes through the entire process, from being harvested to being ready for consumption. The narrative strategy combines picky eating behavior with the reality of an underprivileged social environment to reduce the emotional distance for the audience. Through the perspective of broccoli and social pressure, this animation can reduce psychological distance by bringing the impact of food waste closer emotionally and triggering behavioral change in teenagers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Animasi, kampanye, sampah makanan, remaja, Surabaya, jarak psikologis Animation, campaign, food waste, teenagers, Surabaya, psychological distance
Subjects:	T Technology > TR Photography > TR897.7 Computer animation
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Muhammad Rayhan Afinurnahla
Date Deposited:	23 Jan 2026 09:07
Last Modified:	23 Jan 2026 09:08
URI:	http://repository.its.ac.id/id/eprint/130256

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