Pengaruh Analisis SWOT Digital Payment (OVO) terhadap Perilaku Konsumtif Mahasiswa

Abstract

Technology is growing and providing convenience to every user. Then this technology has also brought changes in transactions with OVO digital payments, especially among students. . With OVO, transactions are easier and definitely safer. According to Harumi, as a financial technology company, OVO implements a layered security system, which continues to be improved, referring to industry security standards, according to Bank Indonesia regulations for protecting consumer and corporate data from cyber attacks. The existence of a SWOT analysis plays a very important role in knowing the strengths and weaknesses of the OVO digital payment platform. The purpose of writing this article is to determine the effect of digital payments on student consumptive behavior by conducting case studies on users of the OVO digital payment platform. This study used a survey-based quantitative method with a sample of 50 respondents who were students of Medan City. Based on the results of simultaneous and partial testing, it was found that there was a significant influence between the ease of online transactions on student consumptive behavior. Keywords: Digital payment(OVO), SWOT Analiysis, Student Consumptive Behavior