DAMPAK COVID – 19 TERHADAP CITRA MEREK DAN PELAYANAN GRAB YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MAHASISWA PENGGUNA TRANSPORTASI BERBASIS ONLINE (Studi pada Pelanggan Grab di Yogyakarta)

This study aims to determine the impact of Covid-19 on Grab's brand image and services which influence student decisions regarding online-based transportation users. The object in this study is Grab with the research subject, namely Grab customers who use online-based transportation services in Yogyakarta. The type of data is primary data obtained by using a questionnaire via google form. In this study the sample was taken 160 respondents and the sampling in this study using purposive sampling method. The model analysis used is multiple linear regression with interaction test or Moderated Regression Analysis (MRA) using the IBM SPSS Statistic 25 application. Based on the analysis conducted by researchers, the results show that: (1) brand image partially has no effect on purchasing decisions and (2) service partially has a positive and significant effect on purchasing decisions.