BERLIANI, AULIA (2026) PERANCANGAN KAMPANYE SOSIAL "OWN YOUR BEAUTY" SEBAGAI MEDIA PERSUASI KEPERCAYAAN DIRI PEREMPUAN USIA 18-25 TAHUN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The emergence of beauty standards on social media has encouraged the phenomenon of social comparison, which has contributed to decreased self-confidence among women aged 18–25 years. Continuous exposure to unrealistic representations of beauty causes many young women to feel that they do not meet ideal beauty standards, affecting their self-perception and confidence. Based on this issue, the Own Your Beauty social campaign was designed to enhance women's self-confidence by encouraging them to accept and appreciate their unique qualities through an educational, persuasive, and participatory visual communication approach. This project employed the Design Thinking methodology, consisting of the stages of empathize, define, ideate, prototype, and test. Data were collected through observation, literature review, interviews with a psychologist, and questionnaires distributed to women aged 18–25 years as the target audience. The campaign communication strategy was developed using the AISAS (Attention, Interest, Search, Action, Share) model with informative and persuasive message strategies. The research findings indicate that the target audience preferred a retro pop visual style, photography as a realistic representation of women, and a vibrant color palette that conveys confidence, self-expression, and emotional connection. The final design resulted in a digital social campaign entitled Own Your Beauty, utilizing Instagram as the primary platform, supported by short-form videos, Instagram carousel posts, Instagram Stories, a minisite, a 3 Days Challenge, an e-book, and various campaign collateral. These media were designed in an integrated manner to raise awareness, increase audience engagement, and encourage women to embrace self-confidence and express themselves without being constrained by unrealistic beauty standards. Keywords: Visual Communication Design, Social Campaign, Self-Confidence, Beauty Standards, AISAS. Standar kecantikan yang berkembang di media sosial mendorong munculnya fenomena social comparison yang berdampak pada menurunnya kepercayaan diri perempuan usia 18–25 tahun. Paparan terhadap representasi kecantikan yang tidak realistis membuat banyak perempuan merasa tidak memenuhi standar ideal sehingga memengaruhi cara mereka memandang diri sendiri. Berdasarkan permasalahan tersebut, perancangan kampanye sosial Own Your Beauty bertujuan meningkatkan kepercayaan diri perempuan dengan mengajak mereka menerima dan menghargai keunikan diri melalui pendekatan komunikasi visual yang edukatif, persuasif, dan partisipatif. Perancangan ini menggunakan metode Design Thinking yang meliputi tahap empathize, define, ideate, prototype, dan test. Pengumpulan data dilakukan melalui observasi, studi pustaka, wawancara dengan psikolog, serta penyebaran kuesioner kepada target audiens perempuan usia 18–25 tahun. Strategi komunikasi kampanye mengacu pada model AISAS (Attention, Interest, Search, Action, Share) dengan penyampaian pesan informatif dan persuasif. Hasil riset menunjukkan bahwa target audiens lebih menyukai gaya visual retro pop, penggunaan fotografi sebagai representasi perempuan nyata, serta palet warna vibrant yang dinilai mampu merepresentasikan keberanian, ekspresi diri, dan kedekatan emosional. Hasil perancangan berupa kampanye sosial digital bertajuk Own Your Beauty yang memanfaatkan Instagram sebagai media utama, didukung oleh video pendek, Instagram carousel, Instagram Story, minisite, 3 Days Challenge, e-book, serta berbagai media kolateral. Seluruh media dirancang secara terintegrasi untuk membangun kesadaran, meningkatkan keterlibatan audiens, dan mendorong perempuan agar lebih percaya diri serta berani mengekspresikan diri tanpa terikat pada standar kecantikan yang tidak realistis. Kata kunci: Desain Komunikasi Visual, Kampanye Sosial, Kepercayaan Diri, Standar Kecantikan, AISAS
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