<![CDATA[This study was conducted to determine the influence of digital payments on the consumptive behavior of OVO users in Manado City. This study used a quantitative approach and data collection was carried out through the distribution of questionnaires. The number of samples is determined by the Roscoe formula with a sample number of 50 people. The data obtained is processed with SPPS version 23. The data analysis technique uses simple linear regression analysis. The existing data is then processed and interpreted so that it can draw conclusions. Based on the results of the study, it is known that digital payments have a significant effect on the consumptive behavior of OVO users in Manado City, which is 31%. This study found that several factors that can influence consumptive behavior in active users are ease of making transactions, point or discount features, and time effectiveness.]]>
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