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:



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.


YouTubeVR; virtual reality; marketing.

Full Text:



A.K. Kirtis, and F. Karahan. "To Be or Not to Be in Social Media Arena as the Most CostEfficient Marketing Strategy after the Global Recession". Procedia Social and Behavioral Sciences 24, 2011. 260–268.

F. Grudzewski, M. Awdziej, G. Mazurek and K. Piotrowska, Virtual reality in marketing, Economics and Business Review, Vol. 4 (18), No. 3, 2018: 36-50 DOI: 10.18559/ebr.2018.3.4

N. Poddar and D. Agarwal. “A comparative study of application effectiveness between digital and social media marketing for sustainability of start-ups.†International Journal of Business Insights & Transformation . Apr-Sep 2019, Vol. 12 Issue 2, p50-54. 5p.

Adobomagazines, Digital Marketing Channel Effectiveness, 2019.

A. Nayyar, B. Mahapatra, D. Le, G. Suseendran, Virtual Reality (VR) & Augmented Reality (AR) technologies for tourism and hospitality industry, International Journal of Engineering & Technology, 7 (2.21) (2018) 156-160, 2018.

H. Singh, C. Singh, R. Majumdar “Virtual Reality as a Marketing Tool.†In: Rathore V., Worring M., Mishra D., Joshi A., Maheshwari S. (eds) Emerging Trends in Expert Applications and Security. Advances in Intelligent Systems and Computing, vol 841. Springer, Singapore, 2019.

M.E. Beheiry, S. Doutreligne, C. Caporal, C. Ostertag, M. Dahan, J-B. Masson, "Virtual Reality: Beyond Visualization". Journal of Molecular Biology (2019) 431, 1315–1321, 2019.

B. Serrano, C. Botella, R.M. Baños, M. Alcañiz, â€Using virtual reality and mood-induction procedures to test products with consumers of ceramic tiles.†Computers in Human Behavior, 2013. 29(3), 648-653.

J. Calvert, R. Abadia and S. M. Tauseef, "Design and Testing of a Virtual Reality Enabled Experience that Enhances Engagement and Simulates Empathy for Historical Events and Characters," 2019 IEEE Conference on Virtual Reality and 3D User Interfaces (VR), Osaka, Japan, 2019, pp. 868-869, doi: 10.1109/VR.2019.8797864.

Superdata Research.Virtual reality market and consumers (2017). Retrieved from, [Accessed: 10- Dec- 2020].

D.E. Boyd, B. Koles. An Introduction to the Special Issue “Virtual Reality in Marketingâ€. Definition, Theory and Practice, Journal of Business Research, Volume 100, 2019. Pages 441-444, ISSN 0148-2963.

T. Griffin, J. Giberson, S.H. Lee, D. Guttentag, M. Kandaurova, K. Sergueeva, F. Dimanche, "Virtual Reality and Implications for Destination Marketing". Travel and Tourism Research Association: Advancing Tourism Research Globally, 2017, 29.

R. R. Burke, “Virtual Reality for Marketing Research.†In: Moutinho L., Sokele M. (eds) Innovative Research Methodologies in Management. Palgrave Macmillan, Cham, 2018.

M. Alcañiz, E. Bigné, J. Guixeres, “Virtual Reality in Marketing: A Framework, Review, and Research Agendaâ€. Frontiers in Psychology, 2019. 10:1530. doi: 10.3389/fpsyg.2019.01530.

J. Martínez-Navarro, “The Influence of virtual reality in e-commerceâ€, Journal of Business Research,

M. Rach, R. Scott The Use of Virtual Reality in Marketing: Exploring the Need for Technology and Language Adaptation to Create High Quality Immersive Experiences. In: Rocha Ã., Reis J., Peter M., Bogdanović Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore, 2020.

C. Snelson, YC. Hsu, Educational 360-Degree Videos in Virtual Reality: a Scoping Review of the Emerging Research. TechTrends 64, 404–412 (2020).

Google, "Watch VR180 and 360-degree videos with Cardboard - YouTube Help",, 2020. Available: [Accessed: 03- Dec- 2020].

S.M.C. Loureiro, J. Guerreiro, S. Eloy, D. Langaro, P. Panchapakesan, "Understanding the use of Virtual Reality in Marketing: A text mining-based review," Journal of Business Research, Elsevier, vol. 100(C), pages 514-530, 2018.

C. Flavián, S. Ibáñez-Sánchez, C. Orús. "The impact of virtual, Augmented and mixed reality technologies on the customer experience". Journal of Business Research (2018)

R. N. Bolton, J. R. McColl-Kennedy, L. Cheung, A. Gallan, C. Orsingher, L. Witell, M. Zaki, "Customer experience challenges: bringing together digital, physical and social realms", Journal of Service Management, 2018.

W.D. Hoyer, M. Kroschke, B. Schmitt, et al., “Transforming the Customer Experience Through New Technologiesâ€, Journal of Interactive Marketing,

S. Rutberg, and C.D. Bouikidis, “Focusing on the fundamentals: A simplistic differentiation between qualitative and quantitative research.†Nephrology Nursing Journal, 2018, 45(2), 209212.

S. Baškarada, and A. Koronios, "A philosophical discussion of qualitative, quantitative, and mixed methods research in social science", Qualitative Research Journal, Vol. 18 No. 1, pp. 2-21, 2018.

D. Setiawan, "Virtual Reality dalam pemasaran perumahan PT.Hadira Realindo Utama Jambi ", 2018.

Google Tiltbrush, and google youtube channel. Retrieved from (2016) [Accessed: 03- Dec- 2020].

Warner Bros Pictures, The Conjuring 2; Experience Enfield VR 360. Retrieved from (2016) [Accessed: 03- Dec- 2020].

M. Lee, S.A. Lee, M. Jeong, H. Oh, “Quality of virtual reality and its impacts on behavioral intention.†International Journal of Hospitality Management 90, 2020. 102595.

M.R. Abdullah, “Significant causes and effects of construction delay,†Master Thesis, Universiti Tun Hussein Onn Malaysia, 2010.

A. H. Memon, I. A. Rahman, A. Asmi, and A. Azis, “Preliminary Study on Causative Factors Leading to Construction Cost Overrun,†Int. J. Sustain. Constr. Eng. Technol., vol. 2, no. 1, pp. 57–71, 2011.

J. Yang and S. Ou, “Using structural equation modeling to analyze relationships among key causes of delay in construction,†Can. J. Civ. Erg., vol. 332, pp. 321–332, 2008.