phishing! untuk umkm di kota sukabumi
TRANSCRIPT
PERANCANGAN KAMPANYE SOSIAL AWAS
PHISHING! UNTUK UMKM DI KOTA SUKABUMI
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Ivan Johan
NIM : 00000019828
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2021
ii
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Ivan Johan
NIM : 00000019828
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir
PERANCANGAN KAMPANYE SOSIAL AWAS PHISHING! UNTUK
UMKM DI KOTA SUKABUMI
dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan
belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas
Multimedia Nusantara maupun di perguruan tinggi lainnya.
Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan
pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali
arahan pembimbing akademik dan narasumber.
Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,
apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam
pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan
gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang
berlaku di Universitas Multimedia Nusantara.
Tangerang, 14 Juni 2021
Ivan Johan
iii
HALAMAN PENGESAHAN TUGAS AKHIR
PERANCANGAN KAMPANYE SOSIAL AWAS
PHISHING! UNTUK UMKM DI KOTA SUKABUMI
Oleh
Nama : Ivan Johan
NIM : 00000019828
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
Tangerang, 29 Juni 2021
. Pembimbing
Mohammad Rizaldi, S.T., M.Ds.
Ketua Program Studi
Mohammad Rizaldi, S.T., M.Ds.
Penguji
Dr. Anne Nurfarina, S.Sn., M.Sn.
Ketua Sidang
Frindhinia Medyasepti, S.Sn., M.Sc.
iv
KATA PENGANTAR
Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas
berkat dan rahmat yang dicurahkan kepada penulis. Berkatnya menguatkan
penulis menyelesaikan laporan Tugas Akhir dengan judul “Perancangan
Kampanye Sosial Awas Phishing! Untuk UMKM Di Kota Sukabumi” sebagai
syarat lulus sarjana.
Serangan phishing marak terjadi kepada UMKM di Kota Sukabumi. Hal
ini berdampak buruk kepada korban. Hal ini terjadi karena ketidaksadaran korban
saat mengalami phishing. Serangan ini dapat dihindari dan dicegah apabila
masyarakat sadar dan mempelajari serangan tersebut.
Dengan menulis laporan Tugas Akhir ini, penulis mendapatkan
pengalaman lebih dalam mengenai perancangan kampanye dan mempelajari
serangan phishing lebih dalam. Penulis mengharapkan Tugas Akhir ini dapat
berdampak positif kepada masyarakat yang menjadi target perancangan,
mahasiswa yang akan menjalankan Tugas Akhir di kemudian hari, dan menjadi
hasil dari pembelajaran penulis selama empat tahun berkuliah di Universitas
Multimedia Nusantara.
Ucapan terimakasih saya sampaikan kepada:
1. Mohammad Rizaldi, S.T., M.Ds., selaku Ketua Program Studi Fakultas
Seni dan Desain Universitas Multimedia Nusantara, serta menjadi
Dosen Pembimbing Penulis.
v
2. Eko Pramana Putra sebagai narasumber ahli dan responden kuisoner
yang telah bersedia membantu penulis.
3. Seluruh Dosen dan staff Fakultas yang memberi dukungan selama
pelaksanaan Tugas Akhir
4. Orang tua, nenek, kakak, dan pasangan yang telah memberikan
semangat dan dukungan selama proses pelaksanaan tugas akhir.
5. Seluruh teman-teman yang telah mendukung dan dan membantu
proses pelaksanaan dan penulisan laporan Tugas AKhir.
6. Seluruh pihak yang tidak dapat dituliskan yang telah mendukung
penulis selama proses pelaksanaan Tugas Akhir.
Tangerang, 14 Juni 2021
Ivan Johan
vi
ABSTRAKSI
UMKM adalah penggerak ekonomi terbesar Bangsa Indonesia. Perkembangan
UMKM di pasar digital dapat melesatkan perekonomian Bangsa Indonesia di
pasar internasional. Oleh karena itu serangan phishing terhadap UMKM di Kota
Sukabumi dapat berdampak negatif pada ekonomi Bangsa Indonesia. Serangan
phishing dapat dicegah dengan meningkatkan kesadaran dan edukasi mengenai
serangan tersebut. Laporan ini akan menelusuri perancangan media kampanye
yang dapat menjadi solusi. Informasi dari serangan dapat diperoleh melalui ahli,
penanggung jawab, dan target kampanye. Diharapakan dengan perancangan
kampanye dapat mencegah dan mengurangi korban kasus serangan phishing.
Kata kunci: Kampanye, Phishing, UMKM
vii
ABSTRACT
MSMEs are the biggest economic driver of the Indonesian nation. The
development of MSMEs in the digital market can boost the Indonesian economy in
the international market. However, phishing attacks against MSMEs in Sukabumi
City can have a negative impact on the Indonesian economy. Phishing attacks can
be prevented by raising awareness and education about these attacks. In this
report will search and browse the best solution for designing a campaign media.
Information can be obtained through experts, people in charge, and campaign
audience. It is hoped that the campaign can prevent and reduce victims of
phishing attacks.
Keywords: campaign, phishing, and MSMEs.
viii
DAFTAR ISI
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II
HALAMAN PENGESAHAN TUGAS AKHIR ............................................... III
KATA PENGANTAR ......................................................................................... III
ABSTRAKSI ........................................................................................................ VI
DAFTAR ISI ..................................................................................................... VIII
DAFTAR GAMBAR ......................................................................................... XII
DAFTAR TABEL ............................................................................................ XIX
DAFTAR LAMPIRAN ...................................................................................... XX
BAB I PENDAHULUAN ...................................................................................... 1
1.1. Latar Belakang ........................................................................................ 1
1.2. Rumusan Masalah ................................................................................... 2
1.3. Batasan Masalah...................................................................................... 3
1.4. Tujuan Tugas Akhir ................................................................................ 4
1.5. Manfaat Tugas Akhir .............................................................................. 4
BAB II TINJAUAN PUSTAKA ........................................................................... 6
2.1. Desain ...................................................................................................... 6
2.1.1. Desain Grafis ............................................................................... 6
2.1.2. Prinsip Desain ............................................................................. 6
2.1.3. Elemen Desain .......................................................................... 20
ix
2.1.4. Motion Graphic ......................................................................... 25
2.1.5. Tipografi .................................................................................... 33
2.1.6. Grid ........................................................................................... 34
2.1.7. Ilustrasi ...................................................................................... 38
2.2. Kampanye ............................................................................................. 39
2.2.1. Prinsip Kampanye ..................................................................... 39
2.2.2. Jenis Kampanye ........................................................................ 41
2.2.3. Strategi Kampanye .................................................................... 42
2.2.4. Media Kampanye ...................................................................... 43
2.3. Phishing ................................................................................................. 44
2.3.1. Mencegah Phishing ................................................................... 45
2.4. Usaha Mikro, Kecil, dan Menengah (UMKM) ..................................... 45
2.4.1. Karaktersitik .............................................................................. 46
BAB III METODOLOGI .................................................................................. 49
3.1. Metodologi Pengumpulan Data ............................................................ 49
3.1.1. Wawancara ................................................................................ 49
3.1.2. Kuesioner .................................................................................. 52
3.1.3. Studi Eksisting .......................................................................... 57
3.1.4. Target Consumer Journey ......................................................... 64
3.1.5. Studi Referensi .......................................................................... 68
3.2. Metodologi Perancangan Strategi Kampanye ....................................... 70
3.3. Metodologi Perancangan ....................................................................... 72
3.4. Mandatory ............................................................................................. 74
x
BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 76
4.1. Strategi Perancangan ............................................................................. 76
4.1.1. Pembentukan Tim ..................................................................... 76
4.1.2. Orientasi .................................................................................... 76
4.1.3. Analisis ...................................................................................... 78
4.1.4. Konsepsi .................................................................................... 83
4.1.5. Design ....................................................................................... 91
4.1.6. Implementasi ........................................................................... 131
4.2. Analisa Perancangan ........................................................................... 131
4.2.1. Analisa Warna ......................................................................... 133
4.2.2. Analisa Ilustrasi ....................................................................... 134
4.2.3. Analisa Tipografi .................................................................... 135
4.2.4. Analisa Motion graphic........................................................... 135
4.2.5. Analisa Media Sosial Instagram ............................................. 145
4.2.6. Analisa Media Facebook ......................................................... 151
4.2.7. Analisa Website ....................................................................... 153
4.2.8. Analisa Brosur ......................................................................... 155
4.2.9. Analisa Poster ......................................................................... 156
4.2.10. Analisa Baliho ......................................................................... 157
4.2.11. Analisa Gambar Shareable Whatsapp. ................................... 158
4.3. Budgeting ............................................................................................ 159
BAB V ................................................................................................................. 162
PENUTUP .......................................................................................................... 162
xi
5.1. Kesimpulan ......................................................................................... 162
5.2. Saran .................................................................................................... 163
DAFTAR PUSTAKA ....................................................................................... XIX
xii
DAFTAR GAMBAR
Gambar 2.1. Imbalance ........................................................................................... 7
Gambar 2.2. Keseimbangan Simetris ...................................................................... 8
Gambar 2.3. Keseimbangan asimetris ..................................................................... 9
Gambar 2.4. Keseimbangan Radial ....................................................................... 10
Gambar 2.5. Kontras ............................................................................................. 11
Gambar 2.6. Isolasi ............................................................................................... 12
Gambar 2.7. Penempatan ...................................................................................... 13
Gambar 2.8. Skala ................................................................................................. 14
Gambar 2.9. Arahan .............................................................................................. 15
Gambar 2.10. Jenis Diagram ................................................................................. 16
Gambar 2.11. Gestalt............................................................................................. 18
Gambar 2.12. Skala Dalam Kampanye Staedler ................................................... 19
Gambar 2.13. Garis ............................................................................................... 20
Gambar 2.14. Rupa ............................................................................................... 21
Gambar 2.15. Corak .............................................................................................. 22
Gambar 2.16. Tekstur ............................................................................................ 22
Gambar 2.17. Hue, Value, Saturation ................................................................... 23
Gambar 2.18. Warna RGB dan CMYK ................................................................ 24
Gambar 2.19. Aspek Rasio ................................................................................... 27
Gambar 2.20. Hand-drawn Storyboard ................................................................ 28
Gambar 2.21. Action and Title Safe ...................................................................... 29
Gambar 2.22. Perbandingan warna untuk keterbacaan ......................................... 31
xiii
Gambar 2.23. Jenis Tipografi ................................................................................ 34
Gambar 2.24. Manuskrip....................................................................................... 36
Gambar 2.25. Multicollumn Grid .......................................................................... 37
Gambar 2.26. Modullar grid ................................................................................. 38
Gambar 2.27. Contoh Ilustrasi .............................................................................. 39
Gambar 2.28. Cara Kerja AISAS .......................................................................... 43
Gambar 3.1. Bukti wawancara .............................................................................. 50
Gambar 3.2. Wawancara ahli kedua ..................................................................... 52
Gambar 3.3. Grafis pernyataan Go Digital ........................................................... 53
Gambar 3.4. Grafis Pengetahuan mengenai kasus phishing di Kota Sukabumi ... 54
Gambar 3.5. Pengetahuan Responden Mengenai Phishing .................................. 54
Gambar 3.6. Pemahaman Responden Memahami Phishing ................................. 55
Gambar 3.7. Penglaman Responden Terhadap phishing ...................................... 56
Gambar 3.8. Pengetahuan Mengenai Pencegahan phishing.................................. 56
Gambar 3.9. Perangkat yang Digunakan Responden ............................................ 57
Gambar 3.10. Motion graphic Standard Chartered .............................................. 59
Gambar 3.11. Visual dari Perancangan Kampanye CYBER PROTECT Network
....................................................................................................................... 61
Gambar 3.12. Promosi Mitra Tokopedia 1............................................................ 63
Gambar 3.13. Promosi Mitra Tokopedia 2............................................................ 64
Gambar 3.14. Thumbnail Kok Bisa? ..................................................................... 69
xiv
Gambar 3.15. Thumbnail Kurzgesagt ................................................................... 69
Gambar 3.16. Bukti wawancara Kebiasaan Target ............................................... 65
Gambar 3. 17. Bukti Wawancara Kebiasaan Target ............................................. 66
Gambar 3. 18. Bukti Wawancara Kebiasaan Target ............................................. 67
Gambar 3.19. Logo Sigap UMKM ....................................................................... 75
Gambar 4.1. Mindmap pertama ............................................................................ 79
Gambar 4.2. Mindmap Manipulasi........................................................................ 80
Gambar 4.3. Mindmap kritis ................................................................................. 81
Gambar 4.4. Mindmap Berkembang ..................................................................... 81
Gambar 4.5. Mindmap Bimbingan ........................................................................ 82
Gambar 4.6. Moodboard Gaya Visual .................................................................. 84
Gambar 4.7. Moodvoard Kesan ............................................................................ 85
Gambar 4.8. Moodboard Tipografi ....................................................................... 86
Gambar 4.9. Pemilihan Warna .............................................................................. 87
Gambar 4.10. Pemilihan Tipografi ....................................................................... 88
Gambar 4.11. Sketsa Tangan dan Digital ............................................................. 92
Gambar 4.12. Logo Kampanye ............................................................................. 93
Gambar 4.13. Sketsa Aset ..................................................................................... 94
Gambar 4.14. Digitalisasi Aset ............................................................................. 94
Gambar 4.15. Siluet Tugu KuSukabumiKu .......................................................... 95
Gambar 4.16. Siluet Kota Sukabumi..................................................................... 95
Gambar 4.17. Gradasi dan Tekstur ....................................................................... 96
xv
Gambar 4.18. Ilustrasi Mata Pelaku Phishing ....................................................... 96
Gambar 4.19. Aset ilustrasi tips phishing. ............................................................ 97
Gambar 4.20. Aset-aset toko ................................................................................. 98
Gambar 4.21. Salah Satu Hand-drawn Storyboard ............................................ 100
Gambar 4.22. Rule of Third ................................................................................ 101
Gambar 4.23. Proses Pengerjaan ......................................................................... 102
Gambar 4.24. Penggunaan Action and Title Safe ................................................ 102
Gambar 4.25. Storyboard Penjelasan Cara Kerja Phishing ................................ 103
Gambar 4.26. Warna Background Ungu ............................................................ 104
Gambar 4.27. Aset icon yang digunakan ............................................................ 104
Gambar 4.28. Penataan Aset ............................................................................... 105
Gambar 4.29. Storyboard .................................................................................... 106
Gambar 4.30. Timeline pengerjaan After Effect ................................................. 106
Gambar 4.31. Contoh Adegan Tips Menghindari Phishing ................................ 107
Gambar 4.32. Storyboard adegan Share ............................................................. 108
Gambar 4.33. Aset ilustrasi toko ......................................................................... 109
Gambar 4.34. Rencana Awal Adegan ................................................................. 110
Gambar 4.35. Hasil Perubahan ........................................................................... 110
Gambar 4.36. Penambahan narasi menggunakan After Effect ............................ 111
Gambar 4.37. Pengerjaan Sound Mixing. ........................................................... 112
Gambar 4.38. Batang Indikasi Tingkat Suara ..................................................... 113
Gambar 4.39. Sitemap ......................................................................................... 113
Gambar 4.40. Flowchart ..................................................................................... 114
xvi
Gambar 4.41. Wireframe Website ....................................................................... 115
Gambar 4.42. Sebagian Aset-Aset ...................................................................... 116
Gambar 4.43. Hasil Digitalisasi Website ............................................................ 117
Gambar 4.44. Hasil akhir website ....................................................................... 118
Gambar 4.45. Sketsa Digital Instagram .............................................................. 119
Gambar 4.46. Grid dan peletakan aset penting ................................................... 120
Gambar 4.47. Digitalisasi Instagram .................................................................. 120
Gambar 4.48. Hasil Akhir Instagram .................................................................. 121
Gambar 4.49. Grid Dua Kolom .......................................................................... 122
Gambar 4.50. Aset dan digitalisasi Facebook Ads .............................................. 122
Gambar 4.51. Hasil Akhir Facebook Ads ........................................................... 123
Gambar 4.52. Perancangan Facebook carousel ads ........................................... 123
Gambar 4.53. Sketsa Digital Poster .................................................................... 124
Gambar 4.54. Grid dan Aset Poster .................................................................... 125
Gambar 4.55. Grid dan Hasil Akhir Poster ......................................................... 125
Gambar 4.56. Grid Untuk Brosur ....................................................................... 126
Gambar 4.57. Aset Ilustrasi untuk brosur ........................................................... 127
Gambar 4.58. Digitalisasi Brosur ........................................................................ 127
Gambar 4.59. Sketsa dan Digitalisasi Baliho ...................................................... 128
Gambar 4.60. Hasil Akhir Baliho ....................................................................... 129
Gambar 4.61. Sketsa Digital dan Hasil Digitalisasi ............................................ 130
Gambar 4.62. Hasil Akhir Gambar Shareable Whatsapp ................................... 131
Gambar 4.63. Penerapan Warna Perancangan .................................................... 133
xvii
Gambar 4.64. Ilustrasi Perancangan.................................................................... 134
Gambar 4.65. Penerapan Tipografi ..................................................................... 135
Gambar 4.66. Adegan Pembuka.......................................................................... 136
Gambar 4.67. Adegan Pembuka.......................................................................... 137
Gambar 4.68. Penjelasan Phishing ..................................................................... 137
Gambar 4.69. Adegan Penjelasan Cara Kerja Phishing ...................................... 138
Gambar 4.70. Animasi Ilustrasi Cara Kerja Phishing ......................................... 138
Gambar 4.71. Efek Glitch ................................................................................... 139
Gambar 4.72. Ilustrasi terjebak Phishing ............................................................ 140
Gambar 4.73. Ilustrasi Pemanfaatan Informasi oleh Pelaku Phishing. ............... 140
Gambar 4.74. Transisi adegan ............................................................................. 141
Gambar 4.75. Komposisi Adegan Penjelasan Tips Menghindari Phishing ........ 142
Gambar 4.76. Transisi antar Penjelasan Tips ...................................................... 143
Gambar 4.77. Transisi Adegan Penutupan .......................................................... 143
Gambar 4.78. Adegan Share ............................................................................... 144
Gambar 4.79. Adegan untuk Menunjukkan Identitas Kampanye, Mandatory, dan
hashtag ........................................................................................................ 145
Gambar 4.80. Halaman Profil Instagram ............................................................ 147
Gambar 4.81. Instagram Post Attention .............................................................. 148
Gambar 4.82. Instagram Post Edukasi ............................................................... 149
Gambar 4.83. Instagram Post Informasi Fakta ................................................... 150
Gambar 4.84. Instagram Post Informasi Ajang. ................................................. 150
Gambar 4.85. Instagram Story Kampanye. ......................................................... 151
xviii
Gambar 4.86. Facebook Ads Kampanye ............................................................. 152
Gambar 4.87. Facebook Carousel Ads ............................................................... 153
Gambar 4.88. Tampilan Halaman Utama Website .............................................. 154
Gambar 4.89. Halaman-halaman website............................................................ 155
Gambar 4.90. Mock Up Brosur ........................................................................... 156
Gambar 4.91. Contoh Penggunaan Poster .......................................................... 157
Gambar 4.92. Contoh Penggunaan Baliho .......................................................... 158
Gambar 4.93. Contoh Pengunaan Gambar .......................................................... 159
xix
DAFTAR TABEL
Tabel 2.2. Kriteria UMKM &Usaha Besar Berdasarkan Aset dan Omset............ 47
Tabel 3.1. SWOT analysis Standard Chartered .................................................... 58
Tabel 3.2. SWOT Analysis CYBER PROTECT Network ...................................... 60
Tabel 3.3. SWOT Analysis Tokopedia .................................................................. 62
Tabel 3.4. Consumer Journey Map Adi Wiharta .................................................. 64
Tabel 3.5. Consumer Journey Map Hadi Wijaya .................................................. 65
Tabel 3.6. Consumer Journey Map Kevin Johan .................................................. 67
Tabel 4.1. Strategi Kampanye AISAS .................................................................. 89
Tabel 4.2. Pemetaan Waktu Kampanye ................................................................ 90
Tabel 4.3. SWOT Analysis ................................................................................. 132
Tabel 4.4. Budgeting ........................................................................................... 160
xx
DAFTAR LAMPIRAN
LAMPIRAN A: LEMBAR BIMBINGAN ....................................................... xxi
LAMPIRAN B: TRANSKRIP WAWANCARA AHLI ................................ xxiii
LAMPIRAN C: TRANSKRIP WAWANCARA AHLI 2 .......................... xxviii
LAMPIRAN D: LEMBAR REKAPITULASI DATA UMKM .................. xxxiii
LAMPIRAN E: STORYBOARD LAINNYA .............................................. xxxiv
LAMPIRAN F: GRAFIS STATISTIK RISET ........................................... xxxvi
LAMPIRAN G: HASIL PERANCANGAN WEBSITE ................................... xl