Perancangan VTuber kampus berbasis kearifan lokal Banyumas: Studi kasus Mayuh Isthika
DOI:
https://doi.org/10.30998/jd.v13i4.3741Keywords:
VTuber, Mayuh Isthika, Bawor, Kearifan Lokal Banyumas, Identitas Visual KampusAbstract
Era digital menuntut institusi pendidikan tinggi mengembangkan strategi komunikasi visual yang adaptif terhadap karakteristik Generasi Z, terutama dalam upaya pengenalan kampus kepada calon mahasiswa. Universitas Telkom Purwokerto merespons tantangan tersebut dengan merancang VTuber “Mayuh Isthika” sebagai identitas visual yang mengintegrasikan citra kampus dan kearifan lokal Banyumas. Penelitian ini bertujuan mendokumentasikan dan menganalisis konsep karya VTuber Mayuh Isthika dengan fokus pada adaptasi tokoh Bawor dalam wayang Banyumasan, transformasi unsur kearifan lokal berupa Curug Baturraden, Kudi, dan Tempe Mendoan, serta integrasi identitas institusi melalui pendekatan Design Thinking. Penelitian menggunakan pendekatan kualitatif dengan strategi practice-based research melalui lima tahap Design Thinking. Hasil perancangan menunjukkan bahwa Mayuh Isthika berhasil memvisualisasikan filosofi cablaka melalui mata besar berwarna merah jingga, menerjemahkan Curug Baturraden ke dalam bentuk rambut bergelombang dengan gradasi hijau-putih dan aksen emas sebagai wordplay “Banyu-mas”, mengangkat filosofi laku adhi pada Kudi melalui bentuk ahoge, serta mengadaptasi tekstur Tempe Mendoan ke dalam kostum. Identitas kampus direpresentasikan melalui jepit rambut berbentuk logo Tel-U dan siluet rambut yang menyerupai logo ITTP. Pengujian dilakukan melalui wawancara dengan ahli desain karakter dan analisis isi terhadap tayangan serta engagement di media sosial. Ahli menyatakan bahwa desain Mayuh Isthika valid dan sangat layak, sedangkan unggahan peluncuran menjangkau 38.377 akun dengan 3.207 likes dan 2.554 shares pada periode awal peluncuran. Penelitian ini berkontribusi sebagai dokumentasi pertama perancangan VTuber kampus berbasis kearifan lokal daerah yang spesifik dengan pendekatan Design Thinking di Indonesia.
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