The Effectiveness Of Hansen Vendi Agus As Celebrity Endorser Of Honor Of Kings Game On Honor Of Kings Player In Indonesia

Abstract

Marketing Communication has been applied by the companies nowadays to communicate with the audience through the message and media. Utilization of celebrity endorser become a strategy that company use to increase the effectiveness of product or services that the company provided. Hansen Vendi Agus is a celebrity endorser that represents a mobile game called Honor Of Kings. Hansen has a duty to communicate effectively in order to attract the audience to play Honor Of Kings. This research aims for the effectiveness of Hansen Vendi Agus as celebrity endorser of Honor Of Kings game on Honor Of Kings player in Indonesia. The author use TEARS model to measure the effectiveness of Hansen as a celebrity endorser. TEARS model is consisted by five elements, trustworthiness, expertise, attractiveness, respect, similarity. This research is a quantitative research and uses descriptive approach. The method in this research is descriptive online survey. The result of this research shows that Hansen Vendi Agus is effective as celebrity endorser of Honor Of Kings game on Honor Of Kings player in Indonesia. Attractiveness got the highest score from respondents.