PEMBUATAN NASKAH CERITA UNTUK MEMPRESENTASIKAN PERILAKU KONSUMTIF DALAM FILM ANIMASI “KERANJANG TANPA AKHIR”

The increasing use of e-commerce has led to changes in consumer behavior, including among housewives who are responsible for managing household finances. This study designs a short, animated film script titled “Keranjang Tanpa Akhir”, which represents the consumptive behavior of housewives caused by online shopping using Freytag's Pyramid dramatic structure. A qualitative descriptive method and Alma Hawkins' creative process method was applied. Data were collected through a literature review, questionnaires distributed to 30 housewives aged 19–35 years, and interviews with four participants after a film screening. Questionnaire results show that most respondents demonstrated a tendency toward consumptive behavior by making impulsive purchases without considering their actual needs or household shopping budget. These findings were subsequently incorporated into the development of the script, characters, and conflicts. The interview results showed that Keranjang Tanpa Akhir” successfully represents the consumptive behavior of housewives resulting from online shopping. Therefore, the script for “Keranjang Tanpa Akhir”, using Freytag's Pyramid dramatic structure, is considered an effective informational medium for raising public awareness of the negative impacts of consumptive behavior.
Keywords: consumptive behavior, e-commerce, housewives, animation screenplay, Freytag's Pyramid.

Meningkatnya penggunaan e-commerce mendorong perubahan pola konsumsi masyarakat, termasuk pada ibu rumah tangga sebagai pengelola keuangan keluarga. Penelitian ini bertujuan merancang naskah film animasi pendek “Keranjang Tanpa Akhir” yang mempresentasikan perilaku konsumtif ibu rumah tangga akibat belanja online menggunakan struktur Freytag Pyramid. Penelitian menggunakan metode kualitatif deskriptif dan metode penciptaan Alma Hawkins. Data diperoleh melalui studi literatur, kuesioner terhadap 30 ibu rumah tangga berusia 19–35 tahun, serta wawancara kepada empat narasumber setelah screening film. Hasil kuesioner mayoritas responden menunjukan kecendereungan perilaku konsumtif dengan melakukan pembelian impulsif tanpa memperhatikan kebutuhan dan budget belanja rumah tangga. Temuan tersebut kemudian diadaptasi ke dalam pengembangan cerita, karakter, dan konflik pada naskah. Hasil wawancara menunjukkan bahwa film “Keranjang Tanpa Akhir” berhasil merepresentasikan perilaku konsumtif pada ibu rumah tangga akibat berbelanja online. Dengan demikian, naskah film animasi “Keranjang Tanpa Akhir” dengan struktur Freytag Pyramid dinilai mampu menjadi media informatif dalam menyampaikan dampak negatif perilaku konsumtif kepada masyarakat.
Kata kunci: perilaku konsumtif, e-commerce, ibu rumah tangga, naskah animasi, Freytag Pyramid.