REPRESENTASI BUDAYA BETAWI DALAM DESAIN KARAKTER TOKOH NENEK IJAH PADA FILM ANIMASI “COST OF DESIRE”_(CHARACTER DESIGN)

ABSTRACT
Consumerism has become a growing phenomenon in Jakarta's urban society due to modern lifestyles and high levels of consumption. Meanwhile, Betawi culture, as a local cultural identity, continues to embody values of simplicity, wisdom, and local knowledge. This study aims to examine the representation of Betawi culture through the character design of Nenek Ijah in the animated film Cost of Desire. This research employs a Practice-Based Research method with a descriptive qualitative approach. Data were collected through literature review, observation
of social phenomena, visual references, design exploration, and evaluation processes. The results indicate that Betawi culture is represented through the use of kebaya encim, distinctive Betawi color schemes, calm gestures, warm facial
expressions, and the portrayal of an elderly and wise character. These elements function not only as a visual identity but also as symbols of a simple way of life, contrasting with the consumerist behavior commonly found in urban communities. Keywords: Betawi Culture, Character Design, 2D Animation, Consumerism.

ABSTRAK
Perilaku konsumtif merupakan fenomena yang berkembang di masyarakat perkotaan Jakarta akibat gaya hidup modern dan tingginya aktivitas konsumsi. Sementara itu, budaya Betawi sebagai identitas lokal masih membawa nilai kesederhanaan, kebijaksanaan, dan kearifan lokal. Penelitian ini bertujuan
mengkaji representasi budaya Betawi melalui desain karakter Nenek Ijah pada film animasi Cost of Desire. Metode yang digunakan ialah Practice-Based Research dengan pendekatan kualitatif deskriptif. Data diperoleh melalui studi
literatur, observasi fenomena sosial, referensi visual, eksplorasi, dan evaluasi desain.Hasil penelitian menunjukkan bahwa budaya Betawi diwujudkan melalui kebaya encim, warna khas Betawi, gestur tenang, ekspresi hangat, serta figur tua
yang bijaksana. Unsur tersebut menjadi identitas visual sekaligus simbol nilai hidup sederhana yang dikontraskan dengan perilaku konsumtif masyarakat kota. Kata Kunci: Budaya Betawi, Desain Karakter, Animasi 2D, Perilaku
Konsumtif