THE EFFECT OF LIFESTYLE AND ELECTRONIC WORD OF MOUTH ON CONSUMER DECISIONS TO USE THE E-WALLET APPLICATION “OVO” IN MADIUN

Mega Anindya Jati

Abstract


Technological developments and digitization in the financial sector have changed the way people conduct transactions, including the increased use of digital wallet applications such as OVO. The purpose of this study is to evaluate the impact of lifestyle and electronic word of mouth (E-WOM) on consumer choices in using the OVO application in Madiun. This study applies a quantitative approach through a survey. The sample size in this study is 384 people who are OVO users in Madiun. Data collection was carried out using a questionnaire, while data analysis was processed using multiple linear regression methods through statistical software. The findings from this study indicate that lifestyle has a significant positive impact on the decision to use OVO. The higher an individual's digital lifestyle, the greater the likelihood of them adopting OVO as a payment method. In addition, E-WOM also has a significant impact on usage decisions. Positive recommendations and comments from other users can increase the confidence and interest of new users to use this application. From the results of this study, companies can develop better marketing strategies based on digital communities and strengthen reward systems and loyalty programs to keep users using OVO.


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References


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