Perancangan Video Eksplanasi Sebagai Media Eco Branding Dalam Mengubah Perilaku Wisatawan Gen Z Terhadap Kode Etik Konservasi Hiu Paus (Rhincodon Typus)

Kamal, Almaniyyah Humaira (2026) Perancangan Video Eksplanasi Sebagai Media Eco Branding Dalam Mengubah Perilaku Wisatawan Gen Z Terhadap Kode Etik Konservasi Hiu Paus (Rhincodon Typus). Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5030221006-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (14MB) | Request a copy

Abstract

Sebagai negara maritim dengan luas wilayah laut mencapai 5,8 juta km persegi, Indonesia memiliki kekayaan sumber daya alam laut yang sangat besar (Utomo et al., 2025). Kekayaan tersebut mencakup Hiu Paus (Rhincodon typus), yang saat ini berstatus Endangered berdasarkan IUCN Red List, salah satunya akibat praktik ekowisata yang belum berkelanjutan. Implementasi ekowisata Hiu Paus di Desa Labuhan Jambu, Teluk Saleh, dinilai belum terkendali, seperti melakukan kontak fisik dan jumlah wisatawan yang tidak dibatasi (Gatra et al., 2024). Kemudian di Pantai Bentar, Probolinggo, juga ditemukan upaya pemberian makan satwa dan menunggangi satwa (Kapinangasih et al., 2022). Penelitian Rauf dkk. (2024) dan data dari Badan Pusat Statistik (BPS) menyimpulkan bahwa Gen Z memiliki kontribusi signifikan dalam aktivitas wisata Hiu Paus. Oleh karena itu, penelitian ini bertujuan merancang video eksplanasi untuk meningkatkan pemahaman dan rasa tanggung jawab Generasi Z terhadap Kode Etik Konservasi Hiu Paus. Metode yang digunakan adalah pendekatan kualitatif, yang meliputi studi literatur, observasi lapangan, serta depth interview dengan stakeholder dan para ahli terkait. Data yang diperoleh dianalisis untuk merumuskan strategi komunikasi visual yang relevan bagi Gen Z. Hasil analisis kemudian diterjemahkan ke dalam konsep eco branding yang diimplementasikan melalui media utama berupa video eksplanasi dengan pendekatan narasi edukatif, visual sinematik, ilustrasi digital, dan motion grafis. Hasil dari perancangan ini berhasil menghadirkan media komunikasi yang mampu menyampaikan pesan konservasi secara persuasif dan mudah dipahami untuk Generasi Z. Dilihat dari hasil kuesioner user testing yang dibagikan pada 95 responden dengan hasil nilai Aspek Isi Materi & Penyampaian memperoleh nilai rata-rata sebesar 3,76 (Sangat Baik), Visual & Motion sebesar 3,74 (Sangat Baik), dan Efektivitas Video sebesar 3,78 (Sangat Baik). Dengan demikian, perancangan ini telah mampu menjawab rumusan masalah dan mencapai tujuan perancangan yang telah ditetapkan.
=========================================================================================================================================
As a maritime nation with a sea area of 5.8 million square kilometers, Indonesia possesses vast marine natural resources (Utomo et al., 2025). This wealth includes the Whale Shark (Rhincodon typus), which is currently listed as Endangered by the IUCN Red List, partly due to unsustainable ecotourism practices. The implementation of Whale Shark ecotourism in Labuhan Jambu Village, Saleh Bay, is considered uncontrolled, such as physical contact and unlimited tourist numbers (Gatra et al., 2024). Then at Bentar Beach, Probolinggo, attempts to feed animals and ride animals were also found (Kapinangasih et al., 2022). Research by Rauf et al. (2024) and data from the Central Statistics Agency (BPS) concluded that Gen Z has a significant contribution to Whale Shark tourism activities. Therefore, this study aims to design an explanatory video to increase Generation Z's understanding and sense of responsibility towards the Whale Shark Conservation Code of Ethics. The method used is a qualitative approach, which includes literature studies, field observations, and in-depth interviews with stakeholders and related experts. The data obtained is analyzed to formulate a visual communication strategy that is relevant for Gen Z. The results of the analysis are then translated into an eco-branding concept that is implemented through the main media in the form of explanatory videos with an educational narrative approach, cinematic visuals, digital illustrations, and motion graphics. The results of this design have succeeded in presenting a communication media that is able to convey conservation messages persuasively and easily understood for Generation Z. Seen from the results of the user testing questionnaire distributed to 95 respondents with the results of the Content & Delivery Aspects obtaining an average value of 3.76 (Very Good), Visual & Motion of 3.74 (Very Good), and Video Effectiveness of 3.78 (Very Good). Thus, this design has been able to answer the problem formulation and achieve the stated design objectives.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Eco Branding, Video Eksplanasi, Gen Z, Konservasi, Hiu Paus, Eco Branding, Explanatory Video, Gen Z, Conservation, Whale Shark
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) L Education > L Education (General) N Fine Arts > NC Drawing Design Illustration P Language and Literature > PN Literature (General) > PN1993 Motion Pictures Q Science > QH Biology > QH75 Nature conservation. Landscape protection. Biodiversity conservation. Endangered species and ecosystems (General). Habitat conservation. Ecosystem management. Conservation biology T Technology > TR Photography > TR845 Cinematography. Video recordings.
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Almaniyyah Humaira Kamal
Date Deposited:	28 Jul 2026 01:34
Last Modified:	28 Jul 2026 01:34
URI:	http://repository.its.ac.id/id/eprint/138044

Actions (login required)

View Item