The role of digital payment benefits toward switching consumer behavior in the case of OVO application

Abstract

The objective of this study is first to investigate the benefits of digital payment toward switching consumer behavior in using the OVO application as a tool for payment transactions. The involved variables are perceived usefulness, perceived ease of use, self-efficacy, security, and trust, switching intention. This study used the quantitative approach and study design used in this research, which is explanatory research. the population in this study consisted of university students who had previously used the OVO application for payment transactions in Yogyakarta. The sampling technique used was non-probability sampling, with the most significant number of samples being 300 people. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used is Amos. Findings show that all hypotheses are accepted. It means all users believe that OVO digital payments benefit users in payment transactions. from the research conducted, the results showed that all relationships between hypotheses are positive and can be assessed from the minimum score if C.R showed a value more significant than 1.96 and less than 0.05 to the p-value, then there is a positive.