The Impact of Metaverse Marketing on Consumer Perception through Roblox Experience in Wardah’s Skinverse Campaign

Khodijah Khodijah, Ratih Amelia, Muhammad Fajar Wahyudi Rahman, Ika Diyah Candra Arifah

Abstract


The development of digital marketing has encouraged brands to use the metaverse as a more interactive and immersive medium for marketing communication. This study aims to analyze the impact of metaverse marketing on consumer perceptions through the Roblox experience in the Wardah Skinverse campaign. This study employs a quantitative approach, using a survey administered to 148 Roblox users in Indonesia who have been exposed to the Wardah Skinverse campaign. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that metaverse marketing has a positive and significant effect on consumer perception (β = 0.606; p < 0.001) and a strong impact on the Roblox experience (β = 0.767; p < 0.001). The Roblox experience positively influences consumer perception (β = 0.244; p = 0.006) and partially mediates the relationship between metaverse marketing and consumer perception (β = 0.188; p = 0.010). An R² value of 0.655 indicates that the model has strong explanatory power. These findings emphasize the importance of interactive and immersive metaverse campaign design in shaping user experience and strengthening consumer perception.

Keywords


Metaverse Marketing, Roblox Experience, Consumer Perception, Wardah Skinverse, Digital Marketing.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.95453

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