Bridestory Marketing Communication (Quantitative Study Influence Brand Awareness on Consumer Interest Using Wedding Organizer)

Human dependence towards the Internet in finding information provides ideas for business people to combine the use of communication and information technology with the business they run. An online wedding marketplace named Bridestory is one of the tangible pieces of evidence of this phenomenon, which is aimed at making it easier for brides to find information about marriage. This study aims to determine whether there is an effect of brand awareness on consumer interest in use Bridestory as a wedding event organizer service. The method used in this research is quantitative with survey methods. The number of respondents used in this study was 80 people. Respondents were selected using a purposive sampling technique, that is, with the criteria of not being married and within ages to 21-25 years. Data Analysis uses a validity test, reliability test, normality test, correlation coefficient test, regression analysis, and hypothesis testing. Based on the results of the study, it was found that there is an effect and strong relationship between Bridestory's brand awareness of consumer interests using a wedding organizer.