PERANCANGAN MASKOT DAN ANIMASI “EXPLORIA WITH TEPA” UNTUK PERSUASI PANGAN LOKAL SEHAT BERGIZI PIES

KARTANEGARA, ATH THARIQ (2024) PERANCANGAN MASKOT DAN ANIMASI “EXPLORIA WITH TEPA” UNTUK PERSUASI PANGAN LOKAL SEHAT BERGIZI PIES. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Kesadaran akan pangan lokal sehat dan bergizi di Indonesia masih rendah di kalangan Generasi Z, perancangan maskot dan animasi "Exploria with TEPA" bertujuan untuk meningkatkan kesadaran dan minat Generasi Z terhadap pangan lokal yang sehat di PARARA Indonesian Ethical Store (PIES). Dalam konteks meningkatnya kepedulian Generasi Z terhadap kesehatan dan pola makan, animasi ini memperkenalkan produk lokal bergizi dari PIES. Dengan pendekatan persuasif yang menggabungkan maskot TEPA, simbol nilai-nilai lokal, adil, dan lestari, animasi ini dirancang untuk menarik perhatian Generasi Z. Proses perancangan mengikuti metodologi design thinking, dimulai dari pemahaman kebutuhan Generasi Z, mendefinisikan masalah, mengembangkan ide, prototyping, hingga pengujian animasi pada audiens target. Dengan memadukan elemen visual yang menarik dan pesan persuasif, animasi ini diharapkan dapat meningkatkan keterlibatan serta kesadaran Generasi Z tentang pentingnya konsumsi pangan lokal yang sehat, sekaligus mempromosikan produk PIES kepada Generasi Z. Awareness of healthy and nutritious local food in Indonesia remains low among Generation Z. The design of the mascot and animation "Exploria with TEPA" aims to increase Generation Z's awareness and interest in healthy local food available at PARARA Indonesian Ethical Store (PIES). In the context of Generation Z's growing concern about health and diet, this animation introduces PIES's nutritious local products. Using a persuasive approach that combines the TEPA mascot, a symbol of local, fair, and sustainable values, the animation is designed to capture Generation Z's attention The design process follows the design thinking methodology, beginning with understanding the needs of Generation Z, defining problems, developing ideas, prototyping, and testing the animation with the target audience. By combining engaging visual elements with persuasive messaging, this animation is expected to enhance Generation Z's engagement and awareness of the importance of consuming healthy local food while promoting PIES products to Generation Z.

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