Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)

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

Authors
Graceshiella Jeftannie, M. Gafar Yoedtadi
Corresponding Author
M. Gafar Yoedtadi
Available Online 12 December 2020.
DOI
10.2991/assehr.k.201209.047How to use a DOI?
Keywords
brand awareness, consumer interest, online wedding marketplace
Abstract

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.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
12 December 2020
ISBN
978-94-6239-294-6
ISSN
2352-5398
DOI
10.2991/assehr.k.201209.047How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Graceshiella Jeftannie
AU  - M. Gafar Yoedtadi
PY  - 2020
DA  - 2020/12/12
TI  - Bridestory Marketing Communication (Quantitative Study Influence Brand Awareness on Consumer Interest Using Wedding Organizer)
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 322
EP  - 325
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.047
DO  - 10.2991/assehr.k.201209.047
ID  - Jeftannie2020
ER  -