<![CDATA[The reasearch is to analyze student consumption behavior using OVO mobile payment. This research uses a qualitative method of phenomenology type because researchers analyze more deeply the phenomenon of consumption behavior by students in using OVO mobile payments. Research informants was students who use OVO and students who have taken S1. The results showed that the consumption behavior of students using mobile payment ovo included in rational consumption was seen with the perceptions of students, consumption behavior carried out by students considering price and time as well as efficiency and effectiveness obtained by using mobile payment OVO.]]>
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