<![CDATA[Competition in the wedding organizer industry encourages companies to establish a strong brand identity through quality services and effective team management. This study aims to examine the implementation of leadership in increasing brand awareness at Pehcreative Wedding Organizer in Kediri City. This research employed a descriptive qualitative approach. Data were collected through interviews, observations, and documentation involving the founder, internal team members, and Pehcreative clients. The data were analyzed through data reduction, data presentation, and conclusion drawing, while data validity was ensured through triangulation and prolonged observation. The findings indicate that leadership at Pehcreative tends to adopt a democratic style, characterized by open communication, opportunities for team members to express their opinions, delegation of responsibilities, and collective evaluation. This approach contributes to better team coordination and improved service quality. The development of brand awareness is supported by clients’ service experiences, responsive communication, social media activities, and customer recommendations. Therefore, leadership that effectively manages the team and maintains consistent service quality plays an important role in strengthening Pehcreative’s brand awareness. ]]>
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