PERANCANGAN MOTION GRAPHIC ETIKA ONLINE REVIEW F&B TIKTOK BAGI GEN Z DI KOTA SURABAYA
MOTION GRAPHIC DESIGN ONLINE ETHICS OF TIKTOK F&B REVIEW FOR GEN Z IN THE CITY OF SURABAYA
Hadirnya era digital yang sangat masif telah memberikan ruang kepada tiap individu dalam mengekspresikan dirinya dalam berpendapat, berinteraksi, menerima dan menyebarkan informasi. Namun, dengan adanya kebebasan berekspresi pada dunia digital yang baru ditemukan ini, dihadapkan pula pada dilema yang kompleks. Mengekspresikan emosi di media sosial telah menjadi aspek modern yang ada di mana-mana. Akan tetapi, anonimitas yang dirasakan saat saat berpendapat menggunakan akun aninim dapat menimbulkan rasa disinhibisi. Komentar atau postingan yang dibuat oleh seseorang pada akun media sosialnya seringkali tidak tepat, terutama menyangkut pada bisnis ritel industri Food and Beverage (F&B). Sehingga, dirancangnya motion graphic untuk mengedukasi pengguna media sosial, terutama Generasi Z yang berusia 18-24 tahun yang berdomisili di Kota Surabaya, untuk lebih santun saat memberikan ulasan di sosial media. Penelitian ini menggunakan metode kualitatif dengan teknik analisis data Miles & Huberman, serta metode perancangan Design Thinking oleh Kelly dan Brown (2018). Proses perancangan diawali dengan mengumpulkan data primer dan sekunder melalui wawancara, kuesioner, studi literatur, dan studi kasus. Hasil dari perancangan ini adalah 3 video motion graphic dengan durasi kurang dari 2 menit, berukuran 1080x1920 px atau rasio ukuran 9:16, dan orientasi video vertikal. Berdasarkan hasil uji coba terbatas kepada taget audience, di dapatkan nilai sebesar 94% dengan kriteria "Sangat Baik" dalam kejelasan materi, kejelasan audio, kemenarikan visual, keterbacaan teks, dan bertambahnya pengetahuan audiens setelah melihat video.
Kata Kunci : Etika Online Review, Industri F&B, Motion Graphic, TikTok
The presence of the massive digital era has provided space for each individual to express themselves in opinions, interact, receive and disseminate information. However, with the newfound freedom of expression in this digital world, we are also faced with a complex dilemma. Expressing emotions on social media has become a universal aspect of modern communication. But the perceived anonymity of having an opinion using an anonymous account can create a sense of disinhibition, which encourages individuals to express themselves more honestly than offline. Comments or posts made by someone on their social media accounts are often inappropriate, especially when it comes to retail businesses in Food and Beverage industry (F&B). Thus, motion graphics were made to educate social media users, especially Generation Z aged 18-24 years who live in the city of Surabaya, to be more considerate when providing reviews on social media. This research uses qualitative methods with Miles & Huberman data analysis techniques and the Design Thinking design method by Kelly and Brown (2018). The design process begins by collecting primary and secondary data through interviews, questionnaires, literature studies and case studies. The result of this design is 3 parts of motion graphic videos with a duration of less than 2 minutes. The size used is 1080x1920 px or a size ratio of 9:16 and the video orientation is vertical. Based on the results of limited trials with the target audience, a score of 94% was obtained with the criteria "Very Good" in material clarity, audio clarity, visual attractiveness, text readability and increased audience’s knowledge after watching the video.
Keywords : Online Review Ethics, F&B Industry, Motion Graphic, TikTok