The Influence of Ovo Digital Wallet (E-Wallet Quality) on Gen-Z's Interest

Abstract

This research focuses on analyzing the impact of the quality of the OVO digital wallet on Generation Z, a group born between the mid-1990s and the early 2010s. Generation Z grew up in a technology environment and plays an important role in today's consumer trends. The aim of this research is to understand the factors that influence the adoption and use of the OVO digital wallet among Generation Z. This research shows through statistical regression analysis that OVO has a positive influence on Generation Z's interest in the city of Bandung. The research results show that Z generator has a positive perception of ease of use, function, benefits and importance of OVO. While OVO has had a positive impact on Gen Z interest, ease of use could be improved. Suggestions for increasing Gen Z's interest in OVO include conducting market research, ease of use, adding innovative features, educating users, and partnering with influencers. This effort is expected to increase Generation Z's interest in OVO in Bandung City and strengthen its position as the generation's digital wallet.