The Effectiveness of a Virtual Reality Marketing Video on the People Desire to Buy a Product

Sigit Wijayanto - Faculty of Engineering and Computer Science, Universitas Bakrie, Jakarta, Indonesia
Jouvan Chandra Pratama Putra - Faculty of Engineering and Computer Science, Universitas Bakrie, Jakarta, Indonesia


Citation Format:



DOI: http://dx.doi.org/10.30630/joiv.5.4.483

Abstract


Virtual Reality technology can provide new experiences and different points of view of activities, events, or products for the users. In line with advances from VR technology, YouTube initiates to support the spread of VR videos by creating a VR feature on their platform. A hundred videos about a dangerous activity, Horror activity, and Marketing video of software or a movie product are found on the YouTube platform. Meanwhile, it is still not yet known how the effectiveness of an advertisement using VR video via the YouTube platform on the people desires to buy a product, especially in Indonesia, which then became the purpose of this study. In carrying out this study, a quantitative study was used by creating a digital questionnaire and distributed it with Google Forms. Then the data obtained will be processed by the respondent demographics and the 4 types of analysis, such as the Validity analysis, the Reliability analysis, the Ranking of VR applications on product promotions, and the Correlation analysis. Afterward, the study found that the B1 and B2 variables refer to Advertising, making it easy for us to understand the product has the most correlation coefficient. Moreover, 80% of the respondents stated that they like the VR advertisement product. It means that people are interested in trying and feel something new in the way VR technology is given to them. Ultimately, the respondents agree that VR advertising has informed them well about the product.

Keywords


YouTubeVR; virtual reality; marketing.

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