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Miftakhul Jannah
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ANALISIS PERILAKU KONSUMEN DALAM PENGGUNAAN OVO SEBAGAI METODE PEMBAYARAN Anggi Nur Iftitah; Miftakhul Jannah; Moh. Ilham
VARIABLE RESEARCH JOURNAL Vol. 1 No. 01 (2024): APRIL 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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Abstract

The aim of this research is to analyze consumer behavior in using OVO (One Vision One) as a digital payment method. OVO is a digital payment platform that is increasingly popular in Indonesia. The approach used in the research is a qualitative approach by conducting in-depth interviews and observations with a number of respondents who are active OVO users. The research results show that consumer behavior in using OVO is influenced by a number of factors. These factors include trust in OVO security, comfort in use, promotional offers, and social factors. Consumers tend to choose OVO as a payment method because they feel safe and comfortable with this platform. Apart from that, promotions and incentives offered by OVO also influence consumers' decisions to use it. Apart from that, this research also identifies changes in consumer behavior over time in using OVO. Some consumers were initially skeptical of digital payments but then became more accustomed and comfortable with using OVO. Shows that the adoption of digital payment technology such as OVO can change consumer behavior. This research provides valuable insights for companies operating in the digital payments sector, especially OVO, to understand their consumer behavior. By understanding the factors that influence OVO usage and changes in consumer behavior over time, companies can develop more effective strategies to market their products and increase consumer satisfaction.  
Co-Authors Abdullah Ilmi Achmad Dhany Adam Mu'arif ACHMAD EFFENDI Achmad Rahul Ashari Achmad Sya’dullah Aditia Dwi Riswanto Afitra Azzahra Agnes Safitri Ahmad Fauzi Ahmad Lucky Aimee Josephira Indraputri Aisykha Intania Alfi Akhsanul Haq Alfi Dwi Seviah Alwi Shihab Amirrulloh Kartono Putra Amanda Putri Lestari Anas Malik Anggi Nur Iftitah Anisa Nur Faizah Anya Citra Kurnia Nanda Aprillia Ayu Devina Ranti Aprilliyani Khayrunnisa ARI KRESNA BUDIANTO Arif Wibowo Wonomiharojo Arrow Sakti Darren Leksono Astry Monica Ayu Puji Lestari Azimatul Ulya Cahya Rafiyoga Harnan Chilyatul Azkiyya Choirul Maromi Choirun Ni'mah Choirun Nisak Christian Yulianto H CHURIYAH CHURIYAH Chynta Deyna Zein Dadang Purwoari Widodo DARINDA BAYU FAAD DANANG Dea Dea Dea, Dea Deryl Misbakhul Rizat Desy Dwi Cahyani Devi Damayanti Devi Mustika Ramadhani DEWI RAHMAWATI Dewi Siswanti Dhorrotun Nafisa Diah Retnowati Diajeng Gayatri Dicky Perwira Ompusunggu Didit Darmawan Didit Darrmawan Dinda Tri Mulyani Lestari DWI OKTAVYATI DEWI Dyah Septia Ningrum Eko Susetyorini Elfiana Anggita Dewi Eli Masnawati ELOK RETNONINGSASY Endang Pertiwiwati, Endang Eny Nuraeni Ervina Martiana Estri Novia Febrianti Eviani Masruroh Excel Mulia Putrajaya Hartono Faizah Radinka Karimah Farrel Rakha Adi Pramana Fauziah FENZY FARAH AZIZAH Ferdian Martino Rizky Pradana Gagas Erdi Saputro Hanny Cherylla Jean Ananta Hariani, Mila Hasyim Muarifin Herta Meidya Nurhalita Imrotul Ummah Irma Improatul Fitria Julita Mega Purwanti Kennyalia Twist Leksono Ketut Wetan Sastrawan Kevin Putra Agustin Khalikussabir, Khalikussabir Khoirur Reza Khusnul Khotimah Kiki Putri Yuanastiti KURNIAWAN NURHUDA Lantarno Leynisstyawan Octavi LINA HALIMATUSSADIYAH Lisa Purbawaning Lujeng Lutviyah Lutvia Tri Waluyo M. Taufiq Maharani Ikaningtyas Mahilda Dea Komalasari Maria Evanirmala Subayang Marsadila Elok Nur Latifa Marthy Meliana Ariyanti Jalmav Mastura Laelatul Fajar Maulana, Hendra Meita Santi Budiani Miftakhul Mufidah Miftaqul Zannah moch yussuf sayfullah asroi Moch. Fachur Rochman Mochamad Rizal Aderama MOCHAMMAD KHUNAIFI Mochammad Saifur Moh. Ilham Mohammad Efendi Mokhamad To'ib Mokhammad Sulthon Hisam Muhammad Ali Ridwan Junaedi Muhammad Bagas Ikmal Rifki Muhammad Daffa Maulana Nugraha Muhammad Dandy Alif Wildana Muhammad Davin Pradana Muhammad Firmansyah Muhammad Fithrul Mubarak Muhammad Naufal Hanan Muhammad Nurul Afani Muhammad Randicha Hamandia Muhammad Rizaldi Febriyan Amri Muhammad Turhan Yani Muhammad Yayang Eka Kurniawan Muslim Tri Efendi Nabila Ayu Dwi Kusumaningrum Nadia Ainul Wardah Nasikhatus Syairiyah Natalia Abuk Bria Nesty Priananda NI KADEK SRI HARTA DVIKARYANI Ni Wayan Sukmawati Puspita Dewi Nia Suci Indaryani Nina Queena Putri Nisa Umrotul Mila Nunik Hidayati Nur Aini Lu’luatin Nur Sa’adatut Daraini Nuri Arifiah Romadhoni Nurkholis Nurkholis Nurul Isnaini Nurul Novitasari Nurul Wasiela Oktaberto Dwi Christianto OLIEVIA PRABANDINI MULYANA Rafadi Khan Khayru Rafi Eko Bachtiar Rahayu Mardikaningsih Rama Ria Lesmana Ramadhan Maulana Putra Ratna Pangastuti Renawati Renawati Reni Wahyu Reni Wahyu Triningsih Reza Ayu Wulandari Ria Lestari Herawati Rina Khumaimah Rina Novita Sari Indah Rindyi Putri Lestari Rio Saputra Riza Dwi Ervina Romadhoni Romadhoni Rommy Hardyansah Rossalia Nadia Sari Rr Icha Hizkia Dewardhani Ruqoyyah Fitri Rusdi Hidayat Safira Nurulita Sakti, Dea Allan Karunia Sekar Widyaningrum Ramadhani Setiyo Ferdi Yanuar Setya Budi Anaggara Shafira Putri Ayu Aviva Sholikhin bsa Siska Puspita Dewi Siti Kholisoh Siti Qudrotun Nada Sopiatul Fitriah Soviska Nur Aini Sri Hertimi SRI MULYANINGRUM OKTAVIANA Sultan Muhammad Raihan Syarifuddin Aryasatya Nugraha Tega Silvia Antika Titania Nur Isnaini Titi Maimunah Ulva Romadhotul Fatimah Umam, Fatihul UMI ANUGERAH IZZATI Vania Eka Puspita Vina Aprilia Safari Wahyu Prihanta Wahyu Susiloningsih, Wahyu Wan Della Septriasa Waras Harianto Widya Nurkayatin Wiwin Novi Anjani Wulandari, Lisa Purbawaning Yana Jihan Almira Yani Ambari Yanuar Hendra Pramana YATIM RIYANTO Yes Matheos Lasarus Malaikosa Yes Matheus Lasarus Malaikosa Yonita Kristiani Yovina Maylanda Cristanti Yunia Eka Purwanti Zhunnun Qothrunnada Annisa Salam Al-Madury Zumaeroh -