Aghnia, Safira Nurin (2023) THE INFLUENCE OF SOCIAL MEDIA MARKETING EXPOSURE AND EMAIL BLAST EXPOSURE ON BRAND LOYALTY OF GRAB APPLICATION 98kom2023. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study aims to explain the influence of social media marketing exposure and email blast
exposure on brand loyalty of Grab application. This research is quantitative studies, with the
theory that it used are Honeycomb Model and Theory of Flow that combines a non probability sampling method with accidental sampling. The total of the respondents around
166, who lived in Indonesia's big cities and use email and social media to receive, see, and
experience updated campaign information from Grab application. The results of the
hypothesis tests using simple linear regression technique shows that there is no influence of
social media marketing exposure on brand loyalty, meanwhile the second hypothesis shows
that there is an influence of email blast exposure on brand loyalty with the significance value
of (0,050). The result suggest that Grab Indonesia can implements this marketing
communication ways specifically in using email blast exposure in strengthening their brand
loyalty.
Keywords: social media marketing, email blast, brand loyalty, Grab, internet

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