Pengaruh Kampanye Public Relations Digital ‘Skinverse’ Wardah di Platform Roblox terhadap Engagement Audiens

Abstract

This study examines audience perception, the level of audience engagement, and the influence of Wardah’s “Skinverse” digital Public Relations campaign on the Roblox platform toward audience engagement, a campaign that combines skincare education with an interactive virtual experience to bring the brand closer to young audiences. Using a positivist paradigm with a quantitative, explanatory survey approach, the study collected data through a closed questionnaire employing a four-point Likert scale from Roblox users who were aware of or had accessed the Skinverse campaign, with the sample size determined using the Lemeshow formula, and the data were then examined through descriptive analysis, classical assumption tests, simple linear regression, hypothesis testing strengthened by a bootstrapping method, and a coefficient of determination test. The findings show that both the digital Public Relations campaign and audience engagement fall into the high category, that the campaign has a positive and significant influence on audience engagement, and that it accounts for a substantial proportion of the variation in audience engagement, with the remainder explained by factors outside the scope of this study. These results indicate that a well-executed interactive digital Public Relations campaign delivered through a virtual platform can meaningfully strengthen audience engagement, a conclusion that lends support to the Dialogic Theory of Public Relations and Flow Theory and offers practical implications for Wardah and Public Relations practitioners in designing digital campaigns on interactive virtual platforms.